Direct Marketing Association Set to Bring Firms to Order over Mailings

Article excerpt

The direct marketing industry is to 'name and shame' companies who bring DM into disrepute this year as part of its most sustained attempt yet to improve consumer perceptions of the medium.

Industry body the Direct Marketing Association (DMA) sees boosting DM's image as this year's key task, backed by continuing efforts to protect direct advertising freedoms and combat unwanted legislative measures.

A key focus will be to promote the DMA more heavily than in the past. The body is responsible for monitoring consumer complaints and the industry's self-regulatory code of practice, and will take a tougher stance in 2002.

For the first time, this will include a sustained effort to publicise details of DMA members involved in cases of bad practice.

The DMA is planning the launch of a national press campaign in January to promote the Mailing Preference Service, which will reassure people about their right to a say in whether they receive DM.

This initiative, funded by the Advertising Standards Board of Finance, will come on the back of the 'It's Your Choice' push, launched in December, which is the next generation of the DMA's long-running 'Changing Opinions' campaign. …

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