Marketing on the internet will be policed by a new organisation - the Direct Marketing Commission (DMC), an independent self-regulatory body which will cover all aspects of direct marketing.

The DMC says it will investigate complaints made from both the public and businesses with a view to helping the industry achieve stronger self-regulation.

It has been modelled on other similar bodies which have protected consumers in the UK and is a separate company from the Direct Marketing Association (DMA), the industry's trade body.

As well as online marketing, areas like email and telephone will be covered, with complainants able to lodge their views either in writing or through the DMC website.

The commission will be led by a man with experience in the complaints businesses - former director general of the Advertising Standards Authority, Matti Alderson.

He said: "The DMC is designed to secure the interests of consumers and the industry accountably and transparently, and to ensure that the direct marketing industry continues to maintain and raise its standards."

But will the DMC successfully meet its remit?

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