Code of Practice for Direct Marketers and sellers

Group buying Industry Code of Practice
The Australian Direct Marketing Association (ADMA) released the Australian Group Buying Code of Conduct in November 2011. This initiative is a world-first, with ADMA taking the lead to develop a Code of Practice specifically for the group buying industry. The Code will both establish industry benchmarks for group buying sites and also introduce standards that will increase consumer confidence.

The code outlines best practices for group buying platforms, including:

  • making all communication methods clear so the subscriber fully understands the offer before accepting it
  • making sure the appropriate policies and procedures are in place and are available to subscribers
  • ensuring all marketing and electronic messages comply with relevant legislation.

In March 2012, ADMA and the Australian Interactive Media Industry Association (AIMIA) released a merchant’s guide to group buying.

The guide has been developed to help businesses deliver a group buying experience that is positive for both consumers and the business.

The merchant’s guide has been designed around specific considerations for businesses including:

  • structuring a product or service offering for a deal that fits well within their business capacity and sales and marketing strategy
  • understanding the terms of the merchant agreement with a group buying provider
  • preparing for the redemption or fulfilment of the offer
  • tips for acquiring repeat business from group buying customers
  • dealing with customer complaints related to the offer
  • key legal issues and obligations to be aware of.

The guide complements the Australian Group Buying Code of Conduct.

For more information about group buying, visit the ADMA website.


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