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Trade associations and professional bodies
News Release from: Direct Marketing Association
Edited by the Marketingservicestalk Editorial
Team on 05 July 2007
DMA welcomes ICO action against cold
callers
The Direct Marketing Association is fully supportive of the ICO's action in requiring two organisations to sign formal undertakings to stop making unsolicited marketing calls to individuals.
Satellite Direct UK and Satcover were found in breach of the Privacy and Electronic Communications Regulations after making unsolicited marketing calls to individuals using an automated calling system The organisations were also telephoning individuals for direct marketing purposes who had expressly told the companies they do not wish to be contacted or who have registered with the Telephone Preference Service (TPS)
This article was originally published on Marketingservicestalk on 26 Jun 2007 at 8.00am (UK)
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Mike Lordan, Director of Consumer Services, Compliance and Accreditation, Direct Marketing Association, said: "Compliance with the TPS and related legislation is an essential component of responsible direct marketing in this country.
"The TPS was established to offer consumers a choice and protect them from unwanted calls; by flouting the rules, companies such as these are bringing the industry into disrepute and damaging consumer trust.
"The DMA is dedicated to the protection and development of the UK telemarketing industry.
Further reading
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The new Green Initiative category in the DMA Awards will recognise direct marketing campaigns that show evidence of making a positive step to reduce their environmental impact.
Future Foundation study reveals huge value of DM
The DMA has called for a responsible approach to sustain industry growth after new studies have revealed the true impact of the direct marketing and direct mail industry on the UK economy.
"As telemarketing is increasingly under scrutiny, there is an even greater need to adhere to best practice as outlined in our DM Code of Practice to protect consumers from inappropriate behaviour.
"It is therefore essential that companies in breach of industry regulations are penalised accordingly to enable us to maintain high standards within the direct marketing industry and build consumer confidence".
The DMA UK is the largest trade association in the marketing communications sector, with over 900 corporate members.
The DMA's mission is to maximise value for members, whilst maintaining and enhancing consumer trust and confidence in the direct marketing industry.
To assist, the DMA administers a portfolio of Preference Services that allow consumers to register their contact details, free of charge, should they choose to reduce the amount of direct marketing approaches they receive via mail, telephone, fax and email.
Sales attributed to direct marketing activity total £107 billion each year, £67 billion of this from consumer sales and £40 billion resulting from business to business direct marketing.
As an industry, direct marketing generates around 9% of consumer sales on a yearly basis as well as employing roughly 814,000 people (both directly and indirectly) and supporting 3% of all employment in the UK.
In 2004 organisations spent a total of £37 billion on direct marketing, of which over £14 billion can be attributed to media spend.
DMA members benefit from added protection, intelligence and growth, which together we call the Power of Association.
Within these three areas, DMA member services include government lobbying, free legal advice, training and development, representation on DMA Councils, networking opportunities, regular updates of current dm issues/legislation, research, use of the DMA logo, promotion of member companies and discounts on a range of dm products/services.
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