The local group buying industry now has a code of conduct to govern the sector in a bid to tackle the issues of inaccurate advertising and address some of the complaints raised by consumers.

The code was launched by the Australian Direct Marketing Association (ADMA) in conjunction with the Australian Interactive Media Industry Association and includes an independent, transparent and open complaint-handling process designed to encourage sites to engage with their customers to resolve complaints.   

The complaint handling process will be managed by the ADMA Code Authority.

According to ADMA, the code has been developed on a voluntary basis to make sure that consumers have the right products and service information to make an informed purchasing decision, ensure all marketing and electronic messages comply with relevant legislation and that the appropriate policies and procedures are in place for subscribers.

Group buying sites, which have broadly supported the launch of the code of conduct, are also being encouraged to take additional steps to reinforce with merchants their obligations under the law.