The Direct Selling Association (DSA) has renewed its call for greater adoption of recognised industry standards across the UK market, describing the need as “increasingly urgent”.…
DSA renews standards campaign amid concerns over AI-generated marketing content
Susannah Schofield OBE, director general of the association, which counts D2C retailers including Avon, Oriflame, Usborne and Neal’s Yard Remedies Organics among its members, said the rise of AI and social commerce, alongside continued demand for flexible earning opportunities to supplement household income, is creating new challenges for the sector.
Schofield said: “The way products are discovered, marketed and purchased has changed dramatically in recent years, and consumers are increasingly engaging with brands through social platforms, while businesses are making greater use of AI-powered tools.
“While AI is creating significant opportunities for legitimate direct-to-consumer businesses, it is also making it easier than ever for rogue players to appear legitimate through the creation of seemingly authentic product descriptions, earnings claims or health-related content that may not be legally compliant. The sheer volume of such material can make it challenging for already-stretched consumer bodies to keep up, increasing the importance of transparency, accountability and consumer trust.”
According to the Chartered Trading Standards Institute, spending on trading standards has fallen by 50% over the past decade, while staffing levels have declined by between 30% and 50%.
Schofield said: “The result is a growing risk of a ‘perfect storm’, making it increasingly urgent for legitimate D2C retailers to demonstrate their commitment to high standards, transparency and consumer protection through recognised industry frameworks.”
Recent complaints investigated by the DSA include a case involving a UK consumer who had invested more than £15,000 in a business opportunity promoted by an overseas direct selling organisation. Working with international counterparts and the company’s compliance team, the DSA helped secure an investigation that resulted in the suspension of the individual involved and a settlement with the complainant.
The DSA has also supported Trading Standards investigations into rogue operators, providing evidence on industry standards and best practice in a case involving alleged misconduct.
Schofield said: “Our concerns are not limited to rogue operators entering the market. There remain a number of established businesses operating within the sector that have yet to adopt recognised industry Codes of Conduct.”
Since launching its original campaign in January 2024, the DSA has engaged with businesses across the sector, as well as policymakers, regulators and industry stakeholders, helping to raise awareness of recognised industry standards.
However, the emergence of AI-enabled marketing techniques and the rapid growth of social commerce are creating new challenges and, the DSA says, reinforce the need for wider adoption of recognised Codes of Conduct.
It expects demand for flexible earning opportunities to remain strong in the years ahead, but warns that as social commerce expands and technologies such as AI lower barriers to market entry, consumers and independent sellers need to be able to identify businesses that operate to high standards.
The DSA is therefore urging consumers and prospective independent sellers to look for its logo when choosing a direct selling company. The mark indicates that a business has been independently assessed against the industry’s Codes of Conduct.
It said the Codes go beyond UK consumer law, setting requirements for ethical business practices, transparent marketing, fair treatment of independent sellers, customer protection and effective complaints handling.
Companies must undergo a rigorous audit before they can become DSA members, demonstrating that their policies, procedures and business practices meet the required standards. Members are also subject to ongoing monitoring and audits to ensure they continue to comply.
Schofield said: “The direct selling sector has long provided a valuable route to entrepreneurship and flexible earning for hundreds of thousands of people across the UK. As our industry continues to evolve, maintaining public confidence must remain a shared priority.
“Our message is simple: innovation and growth should go hand-in-hand with high standards. We want to see more companies embrace the industry’s Codes of Conduct and demonstrate their commitment to doing business responsibly. That commitment benefits consumers, independent sellers and the wider reputation of the sector as a whole.”
