Junk mailers harming industry

Unscrupulous junk mailers responsible for sending out mail to incorrectly addressed and named persons could hinder the future development of the direct marketing industry. According to Andrew Smith, managing director of database bureau, marketphone.com, many large mailing companies are still not adhering to the requirements of the Data Protection Act.
“Credit card mailers, for example, each send out around 3-4 million items of mail per month,” says Smith. “The data checks we have run for large credit card companies suggest that a
minimum of 5% of this is still going to incorrect addresses. Not only is best practice being ignored, but fraudulent credit card forms could be completed and returned.”
Smith believes that failure to comply with the legal requirements of the Act could eventually damage the industry. “At the moment we enjoy the benefit of an opt-out approach to direct mail. If this fails to protect consumers’ data, direct mail in the UK will come under scrutiny and the UK could be forced to adopt an opt-in approach, as already practised by a number of EU countries.”
Jodie Sangster, DMA legal affairs manager, says: “Data processed must be accurate and, where necessary. kept up to date. This means data controllers must take all reasonable steps to ensure data is cleaned and, in relation to direct marketing, updated to ensure accurate targeting.”
This would usually involve checking the data held against thnt. on the electoral register to ensure the intended recipient has not moved or died. However,
Sangster points out that: “Due to withdrawal of this register for commercial purposes, the data controller will have to identify alternative means to ensure accuracy of data. But knowingly holding and using inaccurate data could amount to a criminal offence.”