Until the DMA and its Field Marketing Council successfully lobbied the DTI, the definition of a part-time worker applied to staff working for a field marketing agency.
This meant that the agencies were caught up in a lot of red tape because the nature of field marketing means that they often employ workers for short-term field campaigns.
However, the DMA's public affairs department and the Field Marketing Council have successfully lobbied the DTI over the past few months. As a result of this, those people employed by field marketing agencies will no longer be classified as temporary workers, lightening the regulatory burden.
Alison Williams, who chairs the Field Marketing Council, applauded the change.
"We are delighted with the DTI's decision and thrilled that together with the DMA's legal and public affairs department, we have succeeded in ensuring that these regulations benefit both field marketing companies and those employed within this field," she said.
"Field marketing is a dynamic channel of direct marketing that needs to be flexible to achieve the levels of success and return on investment that it is associated with. The DTI's clarification of these regulations will enable us to do this."
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