DMA Rallies Troops to Fend off Do-Not-Mail Legislative Threats
Greco then reeled off four questions catalog members should be asking about consumer opt-outs.
1. What assurances are in place so names actually are collected directly from each person?
2. Is each name and address authentic? Is there a verification system in place to ensure authenticity of data?
3. Do you enforce a sign-up so the data isn’t sold?
4. Do you ensure that any collector of consumer opt-outs doesn’t have plans to contact people who sign up for any purpose?
As for the improvements DMA is making in MPS, Berry said consumers will have additional choices, such as automated opt-out by company or brand and automated opt-in. DMA catalog member Web sites will give consumers the choice of opting out of individual catalog titles (brands) or full company opt-outs.
Berry also defended the DMA’s practice of collecting consumer credit card numbers for authentication purposes in MPS. “Those numbers aren’t kept by DMA; they’re only used for verification,” he said. “Consumers are given passwords to return to the DMA site for three years so they can make additional adjustments or choices after signing up, without having to reverify.”
* Beyond MPS, the DMA requests that catalogers provide consumers with more granularity and more choice, Greco said. “Provide all your brands on Web sites.” He noted that DMA will send an information letter on how to have such information on member sites.
* DMA’s Commitment to Consumer Choice (CCC) initiative: Unveiled during DMA07 in Chicago, the process will kick off in October. (For more on CCC, see “Make a Renewed Commitment to Consumer Choice” in the Privacy Matters column on pg. 62 of the December issue of Catalog Success, or go to http://www.catalogsuccess.com/story/story.bsp?sid=83101&var=story.)
Until then, Greco recommends members run MPS monthly “or you might even wish to run it daily,” he said. At any rate, honor consumer requests within 30 days of receipt, he added.