Independent Direct Marketing Commission Launches

An independent self-regulatory body for the UK’s direct marketing industry has been launched to investigate complaints of “inappropriate and unethical direct marketing practice from members of the public and businesses”.

The Direct Marketing Commission (DMC) is modelled on other well established self-regulatory bodies, remaining as a seperate company from the industry’s trade body – the Direct Marketing Association (DMA).

It is set to be the first regulatory body to extend to both DMA and non-DMA members and promises to investigate complaints about direct marketing from any source about any company operating in the UK.

The DMC hopes to encourage marketers to follow the Code of Practice on Direct Marketing, while maintaining a “level competitive playing field for practitioners”.

Direct mail, email, SMS, interactive television, mail order, telephone, catalogue and online will all fall within the Commission’s remit.

The DMC will have the power to formally refer companies to the DMA, adverse publicity through the national or marketing press as well as recommending complaints to the Advertising Standards Authority and The Office of Fair Trading if they fall outside its scope.

Matti Alderson, the independent Chairman of the Commission, said: “Without a properly structured body that is independent from trade associations, consumers and policy makers give the concept and effectiveness of self-regulation little credence.”

He added: “The DMC is designed to secure the interests of consumers and the industry accountably and transparently, and to ensure that the direct makreting industry continures to maintain and raise its standards.”

DMC: www.dmcommission.com