Adopting the Direct Marketing Association's Commitment to Consumer Choice guidelines
In October 2007, the Direct Marketing Association (DMA) announced its Commitment to Consumer Choice (CCC) guidelines. The CCC enhances the DMA’s long-standing commitment to respect and honor the preferences and concerns of consumers, and builds upon the principles of the DMA Privacy Promise established in 1999. Adhering to the provisions of the CCC is one important way DMA members can demonstrate their willingness to act on the concerns of the community and to self-regulate the industry.
The CCC includes specific requirements for all DMA members, including:
1. A marketer must provide existing and prospective customers and donors with notice of the opportunity to modify future mail solicitations from their organization. The notice should:
Appear in every marketing offer where the primary purpose of the mailing is to ask consumers to purchase a product or service, or to make a donation.
Be easy for the consumer to find, read, understand, and act upon.
Be honored within 30 days and for a period of at least 3 years.
The notice may provide options for consumers to either reduce the frequency of mailings from the marketer or eliminate further mailings. The notice may refer consumers to the location on the marketer’s web site where they can indicate their choices.
While the CCC became effective in October 2007, the DMA has given members a 2-year transition period to implement this notice requirement. This allows members ample time to test various notices and procedures for their effectiveness. By October 2009, members are required to include the notice on every marketing offer.
2. A marketer should disclose the source of the consumer’s information, upon request.
3. A member should use the most recent monthly update of the DMA’s Mail Preference Service (MPS), which is a part of the larger DMAChoice service, before contacting prospects. Nonprofit organizations should also use MPS.
DMAChoice not only allows consumers to opt-out of all direct mail, it also offers the ability to indicate consumer preferences by marketer and/or brand. This allows consumers to continue to receive offers from companies they are interested in and eliminate solicitations from other companies. To learn more about DMAChoice, visit www.dmachoice.org.
4. A marketer should establish internal policies and practices in support of the CCC.
For more details regarding the CCC, including examples of opt-out notice language, frequently asked questions (FAQ) and compliance guidelines, visit the DMA’s website at www.dmaccc.org.
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