Multiplatform functionality for DMA opt out register

To add your details to the “Don't Contact Me” list – previously known as the Mail Preference Service (MPS):

• SMS DMA followed by your ID number (this is crucial) to 34385
  
• Call the call centre on 0861 DMA DMA (362 362)
  
• Log onto www.facilities.co.za/dcm to access the DMA's opt out register

Registration via any one of these methods serves the sole purpose of removing your name and address from all prospect mailing lists used by members of the DMA. Since the launch of the DMASA's Opt Out register in March 2007, 35 000 consumers have registered.

“According to proposed law, any company embarking on a direct marketing campaign will be required to run their list against the Opt Out register and ensure that any names on the DMA register are deleted off their database,” says Brian Mdluli, CEO of the DMA.

Heavy penalties

Failure to do so will result in heavy penalties and the process will be regulated.

“Although you will see a reduction in the unsolicited direct mail you receive, not all commercial mail will stop. For example, you may continue to receive mail from companies with which you already do business with – for example a banking institution – where you have provided consent for them to market to you. In addition, you may continue to receive mail addressed to the ‘resident since the mail is not personalised.

“The Opt Out 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,” explains Mdludli.

Updated monthly

When you register with the DMA's opt out register, your name, home address, telephone and email contact details are placed on a "do-not-contact" file. DMA members are required to run their list of prospective customers against the file and remove individuals who registered so that they do not send their mailings to these individuals. There is no cost to DMA members for this service; however, non-members will have to pay a fee to the DMA for the list. The register will be updated monthly.

For more information, go to www.dmasa.org.