Direct Selling Association renews standards campaign amid growing concerns over AI-generated marketing content

Retail body warns consumers are increasingly vulnerable to companies operating beyond recognised industry standards.

The Direct Selling Association, the UK trade body for direct-to-consumer (D2C) retail, has renewed its calls for greater adoption of recognised industry standards across the UK market, calling the situation ‘increasingly urgent’.

Susannah Schofield OBE, Director General of the Association, which counts D2C retailers Avon, Oriflame, Usborne, and Neal’s Yard Remedies Organics among its members, cited the rise of artificial intelligence (AI), social commerce and continued demand for flexible earning opportunities to supplement household income, as creating significant new challenges for the sector.

Susannah Schofield OBE, Director General of the Direct Selling Association, comments: “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 been cut by 50% over the past decade¹, and staffing levels have fallen by 30%-50% ².

Susannah Schofield OBE continues: “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 Association include assisting 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 ultimately led to the suspension of the individual involved and a settlement with the complainant.

The Association has also provided support to Trading Standards investigating rogue operators and has supplied evidence relating to industry standards and best practice in a case involving alleged misconduct.

Susannah Schofield OBE adds: “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 Association has engaged with businesses across the sector, as well as policymakers, regulators and industry stakeholders, and has seen growing awareness of industry standards. However, the emergence of AI-enabled marketing techniques and the rapid growth of social commerce have created fresh challenges that reinforce the need for wider adoption of recognised Codes of Conduct.

The Association believes the demand for flexible earning opportunities is likely to remain strong in the years ahead. However, it warns that as social commerce grows and technology such as AI reduces the barriers to market entry, consumers and independent sellers alike must be able to identify businesses that operate to the highest standards.

As a result, it is urging consumers and prospective independent sellers to look for the Direct Selling Association logo when choosing a direct selling company, providing reassurance that the business has been independently assessed against the industry’s Codes of Conduct.

The Association’s Codes of Conduct, which go above and beyond UK consumer law, offer higher levels of protection to both customers and independent direct sellers, setting out clear requirements covering ethical business practices, transparent marketing, fair treatment of independent sellers, customer protections and effective complaint handling procedures.

Membership of the Association is only granted following a rigorous audit process designed to ensure compliance with these standards. Companies are required to demonstrate that their policies, procedures and business practices meet the Association’s strict requirements before membership is approved, and member companies are regularly monitored and audited to ensure compliance is maintained.

Susannah Schofield OBE concludes: “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.”

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Notes to Editors

References:

About the Direct Selling Association and Direct-to-Consumer (D2C) retail in the UK:

The Direct Selling Association’s members include some of the UK’s best-known and most-loved retailers, including AVON, Oriflame, Usborne Community Partnerships, Herbalife, MONAT, The 1:1 Diet and Neal’s Yard Remedies Organics.
Direct-to-Consumer (D2C) retail is where products are sold directly to consumers outside of a fixed retail environment. This can be online, in party settings, face-to-face or through catalogues
It is estimated that approximately 320,000 people work as independent sellers or affiliate marketers for D2C brands in the UK.
The annual total retail sales generated by Association members is approximately £908 million.
Product categories include a wide range of consumer goods, from skincare, cosmetics and nutritional products to fashion and books.
The Direct Selling Association is the recognised trade body for direct-to-consumer (D2C) retail in the UK and is committed to upholding standards in the industry and promoting and encouraging best practice

The article has been published in the following online media:

Retail Sector

Retail Times

Direct Selling News