The DMA has been working on cleaning up the direct marketing industry and rallying industry together into one cohesive voice to drive out fly-by-nights and raise the bar. "DMA's opt-out register already has over 75 000 subscribers and given the growing level of sophistication required by the industry and government in terms of the functionality of the register, it made good business sense to partner with P:Cubed and consolidate the registers onto one platform," comments Brian Mdluli, CEO of the DMA.
The register at www.optout.co.za offers:
"Besides the consumer functionality, the opt-out register is a vital tool for responsible direct marketers and members of the DMA to ensure that their direct marketing practices are in line with proposed legislation and that consumer privacy and information is at all times respected," adds Raoul.
The register will also have multiplatform functionality via SMS, Internet and a call centre which allows consumers to remove their details from mailing lists used by the association's members to promote goods and services via direct marketing.
According to soon-to-be legislated law, any company embarking on a direct marketing campaign will be required to run its list against the opt-out register and ensure that any names on the DMA register are deleted off its database. The register has been developed by the DMA in response to required Government legislation to professionalise the industry and curb unsolicited marketing messages via mail, SMS, email, telephone and post to unsuspecting consumers.
For more information, go to www.dmasa.org.
