DMA makes film to raise profile of Ofcom code

by Kim Benjamin, Marketing Direct 10-Apr-06

The Direct Marketing Association (DMA) is producing a film to educate the industry on the current state of the telemarketing sector and to raise awareness of how companies can best apply the new code of practice on silent calls, issued last month by the communications regulator Ofcom.

The film, with the working title Return to the Welcome Call, includes
interviews with key people at the DMA, politicians and representatives
from Ofcom, the Call Centre Association and telecommunications

companies, including BT.

The project has been spearheaded by John Price, managing director of
outbound business-to-business telemarketing firm Price Direct. It has
been part-funded by the DMA and the Telephone Preference Service
(TPS).

"We want to make DMA members aware of the achievements we have attained
in the past year, influence stakeholders and encourage wider DMA
membership and compliance," said Price. "We also want to educate people
on how best to apply Ofcom's new code of practice."

Charles Ping, chairman of the DMA, said the film's objective is also to
educate those businesses that are not affected by the DMA's remit - such
as debt collection agencies - and to raise awareness of issues faced by
the telemarketing industry among political parties.

"It's the first time for a very long time that we have done something
along these lines," says Ping. "The film will include background
information and elicit views from a range of industry people."

Ofcom's new code of practice includes stricter rules for users of
predictive diallers and it has recently received Parliamentary approval
to increase fines from the present levy of £5,000 to £50,000.

The film will be unveiled at the International Direct Marketing Fair in
May and will be available for download from the DMA's website. There are
also plans to issue the film in a DVD format.