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The Direct Marketing Association of SA (DMASA) is an independent body set up and paid for by companies in the direct marketing industry to ensure that its system of self-regulation works in the public interest. Responsibility for observing the Code rests primarily with the individual companies who sign an acknowledgment of compliance when joining the Association.
While the interpretation of the Code is vested in the Association’s Legal and Trade Practice Committee, the performance of this task is supervised by the Board of Directors. The Association maintains close contact with government departments, consumer organizations and trade associations, and deals with complaints received through them or direct from the public. Complaints
Consumers who feel that they have grounds for complaint under the terms of this Code against a direct marketing company, whether or not a member of the Direct Marketing Association, should write in the first instance to the firm concerned, quoting all relevant details. If attempts to reach a satisfactory conclusion fail, the consumer has the right to refer his complaint in writing to the Association. Complaints from members of the public that the Code has been breached should be addressed to the Association. All that is necessary is a letter indicating the basis of the complaint. It is helpful if complainants can, wherever possible, provide copies of the transactions and full details of the steps already taken to resolve the complaint. Advice is willingly given by telephone to prospective complainants but investigations will not be undertaken without written confirmation from the complainant. Complaints should be addressed to The Ombudsman, The Direct Marketing Association of SA.
All complaints will be dealt with as expeditiously as possible. Delays may, however, occur where it is necessary to obtain further information. Members will co-operate with the Association in seeking an equitable solution to problems referred to the Association.
The Purpose of the Code
Direct Marketing is a well-established and accepted marketing medium. As such the communication with the potential customers should be factual, honest, decent and informative, and should not violate any of the laws of the country. The main purpose of the Code is twofold.
One may ask: with legislation protecting the consumer from dishonest and fraudulent trading practices, is there any need for a Code of Practice? The answer is an emphatic yes - for three reasons.
|DMASA Code of Conduct
|DMASA Code on Principled Marketing Final
|DMASA Overlap Matrix
|Memorandum of Incorporation (MOI)
|DMASA Final Code of Conduct