The DMA are exceptionally disappointed with the BBC's misleading and biased portrayal of the direct mail industry in yesterday's Brassed Off Britain programme. Contrary to the information provided on the programme, consumers are not powerless to stop the direct mail they receive. There are effective mechanisms in place to enable consumers to register their wish not to receive direct mail, such as the Mailing Preference Service (MPS), which removes your name from up to 95% of mailing lists. The MPS has already received calls from consumers today surprised at the BBC's dismissal of the service which they know works very well. The programme also neglected to mention that approximately £26 billion a year is spent on products and services through direct mail by consumers and that legislation and numerous controls are already in existence, to ensure that consumer data is protected.
The DMA has been working hard to address consumer perceptions of the industry and signed an agreement with DEFRA last year pledging to increase the amount of direct mail being recycled. The DMA has joined forces with international environment group Planet Ark to encourage recycling and importantly, raise awareness of the MPS to show consumers that they do have a choice about the marketing materials they receive.
By taking an alarmist and negative approach from the outset, the BBC has hindered rather than helped the industry in developing effective and workable solutions to tackle the issues that need to be addressed. The next stage of the DMA's campaign with Planet Ark will provide consumers with information on how they can put a stop to unwanted direct mail whilst urging the industry to reduce the amount of direct mail waste being produced. Instead of criticising an industry which has taken responsibility for its actions, perhaps the BBC should work with us to help promote and develop the solutions that we have been working hard to publicise and which the BBC neglected to mention on its one-sided portrayal of direct mail.
The DMA would also like to point out that the BBC clearly recognises the value of direct mail by using it heavily in their marketing campaigns.
* DMIS Value Survey 2003
For further information please contact:
Liz Bastone
DMA PR Manager
Tel: 020 7291 3315
Email: liz@dma.org.uk
Notes to Editors
About the Direct Marketing Association (UK) Ltd (DMA)
The DMA UK is the largest trade association in the marketing communications sector, with almost 900 corporate members. The DMA's mission is to maximise value for members, whilst maintaining and enhancing consumer trust and confidence in the direct marketing industry. To assist, the DMA administers a portfolio of Preference Services that allow consumers to register their contact details, free of charge, should they choose to reduce the amount of direct marketing approaches they receive via mail, telephone, fax and email.
DMA members benefit from added protection, intelligence and growth, which together we call the Power of Association. Within these three areas, DMA member services include government lobbying, free legal advice, training & development, representation on DMA Councils, networking opportunities, regular updates of current dm issues/legislation, research, use of the DMA logo, promotion of member companies and discounts on a range of dm products/services.
Over £11.85 billion was spent on direct marketing activity in 2002, resulting in over £60 billion worth of sales. This makes direct marketing one of the top ten industries in the UK. For further information please visit www.dma.org.uk/. For details on the benefits of becoming a DMA member please call 020 7291 3388 to speak to the membership team, email membership@dma.org.uk, or visit www.dmamembership.org.uk/
