The Field Marketing Council (FMC) published its best practice guidelines last month.
The association said the regulations were designed to ensure the industry developed 'in a professional and correct way' and would be'used as a standard for new companies entering field marketing'. The FMC also published its users guide to field marketing.
'We're very pleased with them as it's taken a lot of hard work to put together,' said FMC vice chairman Lynda Asquith. 'We will be trying to ensure that members adhere to the guidelines. We will be keeping a close watch and any company wanting to become a member of the FMC will have to already be adhering to them.'
The users guide to field marketing is aimed at 'all who operate within the sales and marketing sector'. Their launch follows research by the FMC, which found 50% of agencies believed that field marketing was 'not relevant' to the services it provided.
'That figure was a bit concerning for us,' added Asquith. 'We are now planning to spread the word with a planned campaign to educate the right people.'
'FMC members are pleased to see the best practice guidelines and want to be seen to be adhering to them,' said FMC chairman Alison Williams.
'If anyone falls outside them there are severe disciplinary procedures.'
See letters, p18.