DMA acts to halt calls to vulnerable

The DMA has launched a fresh initiative – backed by leading brands and charities – to try to ensure legitimate telemarketers are not caught with their trousers down when it comes to targeting vulnerable consumers.
The industry body’s Contact Centres & Telemarketing Council has published a new set of guidelines for call centres and companies engaged with telemarketing, offering practical guidance on how to identify and manage a call with someone they believe is unable to make an informed decision.
The move follows a wave of negative media coverage, as well as an admission from the charity regulator, that many companies working on behalf of third-sector organisations are exploiting those living with dementia or mental health issues.
The backlash has already led to the closure of two charity telemarketing firms – R Fundraising and GoGen – with the loss of nearly 600 jobs.
Guidelines for call centres dealing with vulnerable consumers were first produced in November 2012 and have now been updated and reissued.
They set 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 their staff to ensure responsible contact with vulnerable consumers.
The voluntary initiative, which has been produced in conjunction with telemarketing companies including BT, nPower, Blue Donkey, KMB, ReynoldsBusbyLee, and Orbital Response has already been backed by Age UK, Alzheimer’s Society, Dementia Action Alliance and Rethink Mental Illness.
The DMA has said it will provide support and advice to companies on how to adapt their training and processes to incorporate the guidelines.