The Arab Direct Marketing Association's Code of Practice is intended to provide individuals and organizations involved in direct marketing in all media with generally accepted principles of conduct. These guidelines reflect Arab DMA's policy of high levels of ethics and the responsibility of the Association, its members, and all marketers to maintain consumer and community relationships that are based on fair and ethical principles. The Code of Practice provides general guidance to the industry.These self-regulatory guidelines are intended to be honored in light of their aims and principles. All marketers should support the guidelines in spirit and not treat their provisions as obstacles to be circumvented by legal ingenuity. These guidelines also represent DMA's general philosophy that self-regulatory measures are preferable to governmental mandates. Self-regulatory actions are more readily adaptable to changing techniques and economic and social conditions. They encourage widespread use of sound business practices.