Virgin Media rapped for not using goneaway suppression
LONDON - Virgin Media has been pulled up by the Advertising Standards Authority for failure to update its customer database.
Virgin Media: mailing goneaway customers
The authority contacted Virgin Media after a consumer complained they were still receiving the mail of a Virgin Media customer who had moved.
It stressed that it was not a formal investigation – they’ve agreed to address the issue.
A spokesperson for the ASA said: "We ensured that Virgin would cease sending mail to that old address."
He added: "We liaise with advertisers on an ongoing basis about mail going to the wrong place and about suppressing data. We do stress to advertisers who use direct mail that it’s essential to keep their databases up to date."
Virgin Media is in the top 10 users of direct mail in the UK.
This article was first published on marketingmagazine.co.uk
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