The DMA is preparing to fight off a “quadruple whammy” of threats to the industry during the year ahead, according to chair Scott Logie, although he claims the trade body is well prepared for the challenge.
Logie said: “While experts disagree about the extent of the economic problems we face and how best to tackle them, we can be a little more confident in our assumptions about how issues ranging from data protection to the environment will impact on how we work and the action we need to take.”
He cites four key issues facing the business:
EU Data Protection Directive
The European Commission is due to reveal a shake-up of EU data laws, which most observers believe will have a major impact on the way businesses collect and use data for marketing.
“The DMA has been closely involved in all stages prior to the publication of the legislative proposal and has taken every opportunity to represent the interests of the industry, and will continue to do so,” said Logie.
The 12-month grace period before the Information Commissioner’s Office (ICO) enforces the cookies law comes closes on May 26, meaning all online business will have to gain consent before placing cookies on their devices.
Logie stressed: “Our legal department will be on hand to deal with your queries and our annual data conference will include a ‘how-to’ workshop on complying with the new law.”
Last month postal regulator Ofcom, issued a public consultation on proposed changes to postal regulation, including a plan to let Royal Mail set its own prices for direct mailigs.
According to Logie: “The DMA submitted a response to this consultation to raise the industry’s concerns about the potential threat to competition within the postal sector and the long-term prospects of advertising mail. We will continue to monitor the changes to postal regulation and take action on behalf of the industry.”
Last year, the DMA signed an agreement with Defra committing the DM industry to a series of green targets to cut physical waste and carbon emissions over the next three years.
Logie continued: “The deal provides the perfect answer to criticism of direct marketing by demonstrating that we’re a responsible industry that’s taking positive action to minimise our environmental impact. We will be helping our members understand what’s required of them and giving them the tools they need to manage their environmental obligations.”
Finally, Logie revealed the imminent launch of two new services – Pitch Protection and Marketing Mentor – and said the industry body will also be expanding its reach in the digital realm and launching new services, tools and events throughout 2012.