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The EC is considering widening the scope of the directive and changing its name to Audio-Visual Media Services.

It is seeking to extend the current marketing regulations relating to traditional broadcast media, such as terrestrial TV, to cover digital media, including mobile, podcasts and IPTV.

A three-month consultation into the Commission's proposals ended last month and, although the directive is not due to come into force until at least 2010, the DMA believes it is vital that the industry takes notice now.

"We are seeking to raise awareness of the impact this will have on the direct marketing industry," says Robert Dirskovski, head of interactive at the DMA.

"The fact that 70 per cent of all submissions to the EC's consult-ation have come from the UK signals that the UK creative industries are concerned about it. There are elements where we have fundamental disagree-ments; for example, the directive is seeking to regulate the mobile channel and this will have an impact on direct marketing."

The DMA is also concerned that parts of the directive will touch on areas already covered by the e-commerce directive.

Stephen Groom, partner at Osborne Clarke solicitors, says the directive does raise concerns for direct marketers, but does not present a huge threat at present.

"It is not a done deal yet. The directive has a long way to go and there could be changes," he says. "Regulations around digital media are hazy and the fear is that the directive will introduce a stricter regulatory regime."