The DMA responds to the Government’s call for regulation

Here’s the DMA’s response to David Milliband’s call for a universal opt-in for direct mail:

“The DMA will continue to champion marketers’ commercial freedoms, within the bounds of existing consumer protection mechanisms. We, of course, support the consumer’s right to say NO and have voluntarily set in place the mechanisms, such as the MPS, to facilitate that. For this reason, we will continue to advocate the Mailing Preference Service as opposed to legislation as way of controlling direct mail. While DMA members are responsible practitioners who treat their consumers with respect, we acknowledge that the industry faces a number of challenges to change behaviour. The DMA is leading that change.”

Self-regulation is on the whole a much better way than enforced government action. No-one wants to send mail that’s unwanted – it’s a waste of money and resource. Watch this space for more initiatives from the direct maketing industry.