CDMA initiative lets consumers delete names from selected lists

A move by the Canadian Direct Marketing Association allows consumers to have their names deleted from direct mailing lists before those lists are transferred to other marketers.The initiative follows the unveiling of legislation due to be introduced in Quebec July 1...

A move by the Canadian Direct Marketing Association allows consumers to have their names deleted from direct mailing lists before those lists are transferred to other marketers.

The initiative follows the unveiling of legislation due to be introduced in Quebec July 1 which seeks to protect Quebecers’ privacy by regulating the commercial exchange of mailing lists.

The latest cdma initiative means consumers can choose to leave their names on direct mail lists used for soliciting donations to charity but delete them from lists used to solicit book club prospects, for example.

cdma President John Gustavson says no member of the cdma will transfer information to a third party until the consumer has been given the opportunity to decide if that’s what he/she wants.

The cdma already allows consumers to have their names deleted from all lists.

Members of the cdma do about 80% of the Canadian direct marketing industry’s $8.5 billion a year business. DC