DMA hits out at phone controls

The Direct Marketing Association (DMA) and the telephone regulatory

body Oftel are lining up for a battle over the best way to stop

consumers being pestered by unwanted telemarketing calls.

Oftel is proposing that everyone should have the option of having their

name flagged in telephone directories. Such entries would not be

available for any form of direct marketing, including telemarketing and

direct mail.

’We agree with the principle that people are concerned about the extent

to which they receive marketing calls,’ said the DMA’s legal director,

Colin Fricker.

But the DMA, which circulated its views to MPs this week, believes

Oftel’s plan is too wide-ranging, could damage the direct marketing

industry and would be impossible to police.

This article was first published on Marketing