IPA head calls for survey to settle issue of opt-in

by Claire Foss Marketing Direct 02-Oct-07

Hamish Pringle, director general of the Institute of Practitioners in Advertising (IPA), is calling for a survey of chief executives within the UK's largest direct mailing companies to settle the opt-in debate.

He will seek support for the survey at the cross-industry summit on 11
October (news, September), which will discuss ways of improving the DM
industry's poor reputation.

The IPA's pro opt-in stance is at odds with that of the Direct Marketing

Association (DMA), which advocates opt-out for direct mail. The

divergent opinions remain a major stumbling block to co-operation
between the two bodies.

Client body ISBA, which supports opt-out, will also be present at the
summit organised by the Advertising Association.

"We would like to hear what the chief executives of the major financial
services companies think about the issue of opt-in," said Pringle. "I
want the confidence of knowing the top people at companies such as
Capital One and MBNA understand the issue and are holding on to their
position."

The IPA's DM Charter, which was published in 2004, says that the
organisation and its members support a transition from opt-out to opt-in
for direct mail.

James Kelly, managing director of the DMA, said: "At the moment, we
believe we should preserve our members' liberty to market freely. We
have perfectly good methods to protect the consumer and while those are
in place, opt-out is a legitimate basis on which to protect the
industry."

Are the opposing opt-in stances of the IPA and DMA damaging?

- NEIL FISHER, DIRECT MARKETING MANAGER, ESURE

"Disagreement undermines the industry's ability to show a united front,
and can only encourage opt-in legislation. We have to show that we are
responsible with use of data and demonstrate self-regulation."

- MARTIN TROUGHTON, MARKETING DIRECTOR, ANGLIAN GROUP

"If the two trade bodies can't reach agreement we will be legislated
against. The MPS and TPS don't have the teeth they need. The fines the
ICO gives for transgression are too low, so lots of people ignore
them."

- PETE MARKEY, HEAD OF COMMUNICATIONS, MORE THAN

"I'm sure one of the reasons the IPA is supporting opt-in is down to the
practices of some financial services companies in the past. It would
benefit everyone if the debate is concluded quickly so that lobbying can
be united."