Essentially, the Opt Out Register – previously known as the Mail Preference Service (MPS) – will serve the sole purpose of removing one’s name and address from prospect mailing lists.
“Although you will see a reduction in the unsolicited mail you receive, not all commercial mail will stop. For example, you may continue to receive mail from companies with which you already do business with – for example a banking institution - where you have provided consent for them to market to you. In addition, you may continue to receive mail addressed to the ‘resident/occupant’ since the mail is not personalised,” explains Brian Mdluli, CEO of the DMA.
“The Opt Out Register has been developed by the DMA in response to required Government legislation to professionalise the industry and curb fly-by-nights who are sending out masses of unsolicited marketing messages via mail, SMS, email, telephone and post to unsuspecting consumers. It will also curb the on-selling of databases containing personal information which, with pending legislation, will be heavily curtailed,” continues Mdluli.
Essentially, the role of the DMA is to protect the rights of both the marketing industry and consumers. While the good news is that one can cut down on the number of unsolicited mailings, calls and emails received by adding one’s details to the register, the downside is that one also cut oneself off from receiving legitimate and useful direct marketing messages.
“We have adopted a different approach to the opt out register and rather than offering consumers a blanket opt out, they will be able to select from a list of categories which ones they want to opt out from. For example a consumer may not want any info on holiday clubs, but may be interested in new financial services coming onto the market,” he adds.
All companies making use of databases will be required by law to run their database through the opt out register each and every time they run a direct marketing campaign and remove any names appearing on their lists that have been registered on the opt out list. Failure to do so will result in heavy penalties and the process will be regulated.
When registering with the DMA’s opt out register, one’s name, home address, telephone and email contact details are placed on a “do-not-contact” file. DMA members are required to run their list of prospective customers against the file and remove individuals who registered so that they do not send their mailings to these individuals. There is no cost to DMA members for this service. The register will be updated monthly.
For more information, go to www.dmasa.org or call the DMA on +27 (0)11 789 6770.
