WASPA new code of conduct aligns with CPA

The latest version will provide additional protection to consumers around issues such as direct marketing, advertising and promotions.

"The new code clearly spells out that members have to provide customers with the option to reply 'Stop' or to provide an alternative opt-out procedure. This needs to be offered in all instances of direct marketing communications. Furthermore, should a customer make use of the stop facility, this will be considered to refer to all direct marketing communications from the message originator," says head of the Code of Conduct Committee, Russel Stromin.

"The code also highlights that direct marketing messages may not be sent on Sundays or public holidays, nor on Saturdays before 9am or after 1pm, or between 8pm and 8am on all other days. Furthermore, should a customer send an unsubscribe request and the request cannot be acted on immediately, the member is obliged to inform the customer via a notification such as one stating that 'this may take up to 24 hours', and such a request must be acted upon within two working days."

More changes

Other changes to the new version of the code that are pertinent include that content promoted in marketing campaigns must be the same content that is delivered and that the total cost for any entry into a promotional competition cannot exceed R1.50.

"Another new aspect is that the association may now employ a media monitor, whose role it is to monitor members' advertising and services for compliance with both the code of conduct and the advertising rules. The media monitor may lodge complaints with WASPA either through an informal or a formal complaints process or via a 'Heads Up' process. This is where the he or she sends a notification of the problem directly to the relevant member; the member then has two working days to respond to the complaint."

Penalties

WASPA can sanction members who break the rules with penalties that range from large fines to suspension from the organisation. "The new code indicates that if a sanction specifies that a member be suspended from the association for a defined period, then the secretariat must update the member's status to reflect as 'suspended' on the website. In addition, he or she must notify the relevant network operators of the suspension and recommend the suspension of WASP services to that member for the period specified and notify the general membership of such a suspension."

"It is the association's goal to protect consumers to the best of its ability, which is why we regularly revisit the code of conduct and make changes such as those outlined above. By staying on top of changes in legislation and constantly adjusting our code in order to remain relevant to the industry, we are able to provide the levels of protection that give both customers and our members a real sense of security," concludes Stromin.

A version of the code, showing the changes from version 10.0 along with an annotated version, is available for download via the code archive on www.waspa.org.za.