Why 'Do Not Contact' databases are not created equal

David Dickens

The implication of Section 69 of the Protection of Personal Information Act (POPIA) and Section 11 of the Consumer Protection Act (CPA) is essentially that organisations undertaking electronic direct marketing in South Africa must provide the opportunity for recipients to unsubscribe (or opt-out) from further communications.

“The DMASA’s DNC database is the oldest continuous Do Not Contact database in the country,” says David Dickens, CEO of the DMASA. That not all DNC databases are created equal is clear from the fact that the DMASA undertakes an outstanding 2.2 billion DNC requests annually that protect up to 15 million consumers.

Registering on this database is free to consumers and will mean that they will not be contacted by DMASA members. Their email address, telephone and cell number will no longer be available to organisation’s who are members of the DMASA who want to make offers and send them information.

Dickens provides five reasons why the DMASA’s database remains one of South Africa’s leading DNC lists that is maintained independently of any commercial entity:

Strategic partnerships that provide oversight

When it set out to create SA’s most effective DNC database, the DMASA signed a referral protocol with the National Consumer Commission (NCC), the primary regulator of interaction between business and consumers in South Africa. This alignment ensures that we keep the consumer at the centre.

Pedigree and the value of history

The DMASA set up its first, industry-leading DNC list way back in 2006. We have now notched up almost 15 years’ experience in how to run a DNC list the right way. We perfectly balance the needs of all concerned.

A non-profit orientation that puts the consumer first

Because the DMASA is a non-profit organisation dedicated to doing things better in the South African direct and integrated marketing industry, we add consumers to our DNC database at absolutely no charge. Simply visit our website to get the ball rolling.

“Minimalism is a key to POPIA, we will not ask for information that doesn’t offer the consumer protection” says Dickens.

The widest reach

At over 300 paid-up members in good standing, the DMASA offers consumers wanting to opt-out of marketing communication the widest reach of any local direct and integrated marketing industry organisation.

The consumer is always in control

When one puts the needs of consumers above short-term, industry-damaging interests, one also recognises that these needs may change in the future as the consumer’s circumstances change. This is why the DMASA makes it easy for consumers to cancel their DNC opt-outs so they can be contacted again with marketing material and offers that may be of new interest to them.

Consumers may opt out by registering their e-mail, telephone and cell phone details online at www.dmasa.org, to cancel an opt-out and to be contacted again, please contact the DMA on 0861 362 362 or send an email to gro.asamd@stnialpmoc.