DMC chief joins Roll of Honour

Dodgy practices fuel complaints riseDirect Marketing Commission boss George Kidd – the DM sector’s very own Judge Dread – has been given one of the industry’s top honours by being handed a place on the DMA’s Roll of Honour for his outstanding work and contribution to the one-to-one marketing sector.
The Roll of Honour contains only 28 people, mostly those who have served as chair of the DMA, and includes the likes of Scott Logie, David Metcalfe, Charles Ping, John Price and Rosemary Smith.
Kidd first joined the DM Commission in 2008 – then known as the Direct Marketing Authority – and took over as chair in June 2010. He is also a member of the DMA governance committee.
During this time he has played a key role in the governance of the DMA membership, as well as its code of practice. Last year alone, the Commission carried out 103 investigations into companies alleged to be in breach of the DMA Code, leading to the expulsion of two firms, Reactiv Media and Maximum Impact.
Kidd has been at the forefront of a campaign to convince marketers that is it no longer enough just to comply with legislation as consumers are getting increasingly riled by companies which play “fast and loose” with the rules.
Earlier this year, Kidd said: “Consumers don’t focus on whether or not marketers are or are not breaking a law or regulation. They are angry when they feel deceived or misled when their requests for privacy are ignored and when they think their personal information is being sold on.
“Marketers therefore must look beyond complying with the law and standards of best practice to complying with their customers’ wishes.”
On receiving his award, Kidd said: “I was surprised and delighted to be added to the Roll of Honour. I see it as recognition of the work of the Commission as a team and of the ways in which the DMA has focused on the user experience of direct marketing, investing hugely in an amazing new Code that deals with the big picture issues of privacy, honesty, taking responsibility for services and conduct and diligence in managing data.
“In less than ten pages the code sets standards we can all understand, that few could debate and that we can all follow. There are lessons here for lawmakers: less is more.”

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