DMA Aims To Boost Trust In Direct Marketing

The Direct Marketing Association (DMA) is launching a new consumer campaign to develop consumer trust and confidence in direct marketing and is calling on the industry for support.

The “Its Your Choice” campaign begins in February and aims to promote the commitment by “responsible” direct marketers to respect consumers’ data protection and privacy rights.

The DMA is proposing that its members provide free banner advertising space on their websites to support the campaign and carry a hyperlink to the “

The DMA’s marketing manager, Lara Shannon, said: “The support of our membership is vital if we are to get the key messages across to a wide consumer audience as possible. At the very least, members should start ensuring that they are displaying the DMA logo on their direct marketing literature and the DMA and TrustUK logos on their websites, as we are advising consumers to look out for these when shopping online or buying direct.”

A large proportion of complaints upheld by the ASA refer to direct marketing and earlier in the month the ASA and the CAP began legal action to prevent a US based company from sending out promotional mail for a slimming product that was said to be causing UK consumers “fear, distress and anger” (see ASA And CAP Act Against Deceitful Direct Mail).

DMA: 020 7321 2525 www.dma.org.uk

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