As part of its continuing commitment to developing e-commerce and protecting consumers from unfair practices, the UK Direct Marketing Association (DMA) has established WebTraderUK. The Secretariat of the National Newspapers' Mail Order Protection Scheme (MOPS) has agreed to help administer the scheme, which has also been accredited by TrustUK, the national e-commerce standards agency. TrustUK is recognised and endorsed by the Department of Trade & Industry (DTI).
The core of the consumer-focused scheme is the WebTraderUK Code of Practice, with which online traders must comply. The Code is an evolving document and will be amended as new legislation is introduced or best practice is developed by industry. Compliance is monitored by mystery shopping exercises, random interrogation of subscribers' websites, monitoring of complaints and customer feedback mechanisms.
Robert Dirskovski, Head of Interactive Media at the DMA commented, "WebTraderUK aims to increase consumer confidence in online shopping by showing that those registered with the scheme adhere to a rigorous Code of Practice. One of its most important provisions is an independent consumer complaints handling and redress mechanism to deal with any problems that may arise. WebTraderUK also helps traders by providing a nationally recognised brand. This particularly helps SMEs, which are often start-ups with little background in consumer legislative issues. Strict compliance with the WebTraderUK Code ensures they meet all their legal obligations and in several important instances exceed them, in order to raise consumer trust and confidence. Displaying the WebTraderUK logo tells prospective buyers they can shop with confidence. It is a badge of honour for the e-commerce industry with real substance behind it."
E-Commerce Minister, Mike O'Brien, said, "The DTI welcomes this new online trustmark scheme. Confidence in online shopping is vital if we are to achieve our ambition to be the best place in the world for e-commerce and we strongly encourage industry initiatives that aim to highlight and strengthen the opportunities presented by online retailing."
Ron Davis, Chief Executive of MOPS said, "For more than twenty-five years, MOPS has worked hard to ensure consumers are protected from unsatisfactory traders when responding to national newspapers advertisements. We are delighted the DMA has called upon the very real and relevant experience of our Secretariat staff to ensure that WebTraderUK is administered properly and rigorously, with a strict focus on consumers' needs and interests".
The Direct Marketing Authority will monitor compliance with the WebTraderUK Code and hear consumer complaints. All DMA members are eligible to become WebTraderUK subscribers through their current compliance with the Direct Marketing Code of Practice, which was accredited by TrustUK in June 2000. To find out how to become a member of WebTraderUK please visit: www.webtraderuk.org.uk.
For further information please contact:
Liz Bastone
DMA PR Manager
Tel: 020 7291 3315
Email: liz@dma.org.uk
