The DMA is urging companies to ensure they check their data against both the MPS and TPS or risk alienating consumers and losing their trust, following a rise in complaints reported by the Direct Marketing Commission as well as a recent ASA ruling.
Chris Combemale, the DMA’s executive director, said that the potential loss of customers should focus businesses’ attention on ensuring they do not contact people on opt-out registers.
“Consumer trust is essential to effective one-to-one communication, but this is all too easily jeopardised by not making the simple check to see if someone wants to be contacted or not.
“Watchdogs like the ASA and DMC have a vital role in holding businesses to account for wrongdoing, and over the past year we’ve seen the ICO starting to issue fines to companies for nuisance calls and spam texts.”
The DMA’s intervention follows the recent publication of the DM Commission’s annual report that revealed the majority of its investigations in 2013 were into consumer complaints about companies making nuisance calls.
Nearly 20 million private landline and mobile numbers are registered on the TPS and it is a legal requirement for telemarketers to screen their contact data against it.
Meanwhile Guernsey company Life ‘n’ Love recently got into bother with the ad watchdog after a direct mail campaign for the firm – which offers customers a raft of adult products – targeted people on the Mailing Preference Service. More than 5.5 million names and addresses are registered with the MPS.
Combemale added: “The biggest risk businesses face is from losing consumer trust, which means losing potential customers and potential revenue. This should be incentive enough for businesses to check their consumer data against the MPS and TPS.”
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