The DMA has joined forces with major charities and telecoms companies to support a Government-led initiative designed to prevent telemarketing firms from targeting vulnerable groups, including those with dementia.
As part of the move, contact centres are to be issued with new guidelines, which set out practical advice on how to identify and manage a call with someone they believe is unable to make an informed decision.
The guidelines cover a range of groups designated as vulnerable consumers, including those with dementia, a limited understanding of English, and mental health issues. Studies show one in four people experience some kind of mental health problem in the course of a year.
The voluntary industry initiative has already been recognised in the recently published progress report on David Cameron’s “challenge on dementia”, which aims to deliver major improvements in dementia care for the 670,000 people in the UK living with the condition.
Produced by the DMA’s Contact Centres & Telemarketing Council, the guide has been drawn up in conjunction with the Alzheimer’s Society, Dementia Action Alliance and Rethink Mental Illness, as well as companies including BT, trueCall, nPower, Blue Donkey, KMB Telemarketing and ReynoldsBusbyLee.
It sets out step-by-step the signs to look out for to identify a vulnerable consumer and how best to communicate with them. The guidelines also include details on how managers can support staff to ensure responsible contact.
The DMA will roll out the guidelines to the industry, which comprises more than 5,000 call centres and employs more than 1 million people. An ongoing programme of education and advice will support the industry’s adoption of the guidelines.
Chair of the Contact Centres Council Elaine Lee said: “The marketing industry needs to increase its efforts to ensure that companies can identify vulnerable consumers and understand how best to meet their needs. This initiative will provide further industry safeguards to protect and help society’s most vulnerable people. We urge all organisations to implement these guidelines.”
Alzheimer’s Society chief executive Jeremy Hughes said: “Call centre staff may speak to people with dementia on a day-to-day basis so ensuring they can recognise the condition is vital. Someone with dementia may be confused during a call and sign up for a product they don’t need or can’t afford, which is bad for both the company involved and the person.
“Dementia is the biggest health challenge facing society and all of us have a role to play in tackling the condition. These guidelines represent a welcome step from the direct marketing industry to ensure that vulnerable consumers are protected. We now need all organisations across the industry to play their part by signing up to this valuable initiative.”
