Code of Practice

The Content Marketing Association (CMA) is a group of agency professionals committed to establishing codes and standards of practice and expanding the boundaries of the content marketing industry.


Members will, at all times, conduct their affairs in a professional and ethical way in accordance with the current Code of Practice of the CMA. Members have a positive duty to observe the highest standards in the practice of content marketing. Members will ensure that their employees act in accordance with the spirit and letter of this code at all times. Member firms shall not engage in any practice, or be seen to conduct themselves in any manner, detrimental to the reputation of CMA or the reputation and interest of the content marketing industry. Members must not, expressly or by implication, disparage other CMA members or suggest a lack of professionalism in their work. Particular care must be taken by member companies when pitching for an account or otherwise introducing themselves to a prospective client.


Members will endeavour to ensure that all their work is produced to the highest possible standard in accordance with their clients’ marketing and financial objectives.


Members are recommended to ensure that there is a legally binding contract for each job; each contract to include a clear definition of the project and the fees payable, together with a production schedule, payment terms procedures in the event of cancellation and in the event of a dispute, and clauses covering confidentiality and liability.

Complaints, disputes and disciplinary procedure

Members will elect a disciplinary committee, comprising the CMA Chairman, CMA CEO, CMA COO, and one other member of the CMA to convene when necessary to rule on the following:
Complaints from clients of CMA members.
Disputes between CMA members and clients.
Disputes between CMA members.

If the CMA Chairman’s company is in any way involved in the dispute, his or her place will be taken by another CMA member. Members will make their clients aware of the CMA complaints and arbitration service. Where possible, contracts will bind both parties to accept the rulings of the CMA in event of a dispute. In any event, CMA members agree to abide by the decisions of the CMA complaints procedure.

Where the committee unanimously finds that a CMA member has violated this Code of Practice, the Chairman will issue a formal warning to the violating member. If the violation is gross or repeated, or if the same member violates two or more different aspects of the Code of Practice, the Chairman may terminate the membership of the offending company.

In the event of a CMA or non-CMA member being unable to complete a contract, the CMA will, at the client’s request, use its best endeavours to organise the completion of the current issue by a member.