The Direct Marketing Association Board of Directors adopted new guidelines this week for advanced consent marketing.
The guidelines will have a major impact on magazine publishers and those selling membership clubs and continuities. The new rules would require marketers to provide clear notice and advanced, informed consent before charging consumers.
Specifically, the guidelines cover marketing plans where consumers give consent to receive and pay for services they get in the future and where consumers pay on a continuous or periodic basis until the consumer cancels the plan.
Notice would initially be required in renewal reminders, said Patricia Faley, DMA’s vice president of ethics and consumer affairs. (DIRECT Newsline, Monday, Oct. 21)
“This is another step that we are taking to ensure that consumers are completely informed when making a purchase,” said H. Robert Wientzen, president & CEO of the DMA. “We are confident that marketers will comply with these guidelines, which strengthen our industry’s commitment to ethical responsibility and self regulation.”
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