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DMA Board Adopts New Advanced Consent Marketing Guidelines
SAN FRANCISCO, CA, October 23, 2002 - The Direct Marketing Association (The DMA) Board of Directors this week adopted new guidelines for advanced consent marketing. The new guidelines address marketing plans where the consumer gives consent to receive and pay for goods and services in the future on a continuing or a periodic basis unless and until the consumer cancels the plan.
"This is another step that we are taking to ensure that consumers are completely informed when making a purchase," said H. Robert Wientzen, president & CEO, The DMA. "We are confident that marketers will comply with these guidelines, which strengthen our industry’s commitment to ethical responsibility and self regulation."
The following principles apply to all advance consent marketing plans:
All marketing partners or service providers should comply with these guidelines. All DMA guidelines are enforced by The DMA’s ethics committees.
The DMA Board met during its 85th Annual Conference & Exhibition held this week in San Francisco, California. For more information about The DMA’s ethical guidelines, visit http://www.the-dma.org/library/guidelines.
The DMA is the leading trade association for businesses interested in interactive and database marketing, with nearly 4,700 member companies from the United States and 53 other nations. Founded in 1917, its members include direct marketers from every business segment as well as the nonprofit and electronic marketing sectors. Included are catalogers, Internet retailers and service providers, financial services providers, book and magazine publishers, book and music clubs, retail stores, industrial manufacturers and a host of other vertical segments, including the service industries that support them. According to a DMA-commissioned study, direct and interactive marketing sales in the United States is projected to surpass $2 trillion in 2002, including $125 billion in catalog sales and $33 billion in sales generated by the Internet. The DMA's Web site iswww.the-dma.org, and its consumer Web site is www.shopthenet.org.