The Advertising Standards Authority has acted after receiving a complaint from a man who had made requests to have his late wife’s details suppressed but continued to receive direct mailings in her name.
Despite ignoring correspondence from the ASA’s investigation team, the complaint was upheld. Healthy for Life has been warned about its future conduct, to ensure its mailing lists are accurate and up-to-date and mailings are not sent to recipients who have asked not receive them.
It is estimated that nearly 60m direct mailings are sent to deceased people every year. A recent study by Mortascreen supplier Millennium, claimed that 5.2 million pieces of direct mail will be sent to dead people in December alone.
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