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Anti-Spamming Guidelines For E-Mail Marketing

Direct Marketing Association Establishes Anti-Spamming Guidelines For E-Mail Marketing In New Zealand

New Code of Practice for Direct Marketing supported by Ministry of Consumer Affairs and Consumers¡¦ Institute

WELLINGTON ¡V 3 April 2001 ¡V New Zealand¡¦s largest marketing organisation, the New Zealand Direct Marketing Association, today announced the launch of the new Code of Practice for Direct Marketing in New Zealand. The Code was formally launched today at Parliament Buildings by the Minister of Consumer Affairs and Deputy-Prime Minister, Hon. Jim Anderton.

Included in the Code are measures which advocate opt-in and opt-out provisions in email marketing, open disclosure of the use of data collected online, compliance with the Privacy Principles and, for the first time in New Zealand, a provision that specifically discourages the use of spam or unsolicited commercial email.

The Code has the backing of the direct marketing industry including e-marketers, Government agencies and consumer protection groups, as well as all major media and marketing organisations. ¡§Consumers will be able to have more faith in the growing e-tailing industry,¡¨ said Consumer Affairs Minister, Hon. Jim Anderton. ¡§Government cannot do this alone. It requires partnerships and industry involvement.¡¨

The Chief Executive of the Consumers¡¦ Institute, David Russell, said that the Institute supported the Code of Practice and what it stood for. ¡§The Direct Marketing Association has taken a responsible approach,¡¨ said Mr Russell. ¡§Provided you have genuine consumer participation, self-regulatory models such as this new Code of Practice for Direct Marketing offer better protection for consumers than heavy handed government intervention. Self-regulatory codes are light on their feet and therefore able to adapt to change much more effectively. The Code will be one of our baseline measures in assessing online traders and we will be doing everything we can to bring the Code¡¦s provisions to the attention of New Zealand consumers.¡¨

¡§I commend the proactive approach of the Direct Marketing Association in addressing privacy concerns,¡¨ said Privacy Commissioner, Bruce Slane. ¡§The Code of Practice is positive recognition of the importance of addressing privacy to enhance electronic commerce.¡¨

The Code of Practice for Direct Marketing and the associated establishment of the Electronic Marketing Standards Authority are joint initiatives of the Direct Marketing Association and the Advertising Standards Authority. ¡§We are delighted with the support and practical help we have received from the ASA, and the Ministry of Consumer Affairs,¡¨ said Keith Norris, Chief Executive of the Direct Marketing Association.

¡§By combining together there is a seamless self-regulatory regime and consumer complaints system,¡¨ said Executive Director of the Advertising Standards Authority, Glenn Wiggs. ¡§The joint venture between the ASA and DMA ensures that the consumer is fully protected.¡¨

¡§This is a three stage process¡¨, said Mr Norris. ¡§The first stage is to introduce this new Code which encompasses the Internet, interactive websites and email communications. The second stage is to provide an easy to use complaint resolution system, and the third stage will be to develop an simple accreditation system ¡V a symbol or icon - so that consumers can instantly recognise organisations that uphold the principles of superior customer service.¡¨

¡§Distance marketing is all about trust. Trust between the consumer and the marketing organisation. This new self-regulatory structure will go a long way towards building that trust.¡¨

About the Code of Practice for Direct Marketing in New Zealand
The Code was developed by the New Zealand Direct Marketing Association (DMA), the Advertising Standards Authority (ASA), and the Electronic Marketing Standards Authority (EMSA). In addition, the Code is supported by the Ministry of Consumer Affairs and the Consumers¡¦ Institute.

All marketers are expected to comply with the principles set out in the Code.
This code is based on five basic principles:
Principle 1: Marketers will comply with the laws of New Zealand and all appropriate industry Codes of Practice
Principle 2: Offers will be clear and truthful and not present a product, service, or offer in a way that could mislead the consumer.
Principle 3: Orders for products or services will be handled in a responsible and prompt manner.
Principle 4: Marketers will carry out their business in a way that is socially responsible.
Principle 5: Marketers will uphold high standards of business practice to bring about the trust of consumers.

About the New Zealand Direct Marketing Association
Established in 1974, the New Zealand Direct Marketing Association is the country¡¦s premier marketing organisation representing more than 3,800 marketing professionals from a diverse range of organisations including large corporations as well as small to medium¡Vsized businesses.

Fostering the growth of ethical direct and interactive marketing, the DMA advances the interests of its members globally to governments, businesses, and consumers. The Association promotes a self-regulatory environment, requiring all users of direct and interactive marketing to uphold the Code of Practice for Direct Marketing in New Zealand.

More information on the New Zealand Direct Marketing Association and the Code of Practice for Direct Marketing is available at

For further information, please call:
„h Keith Norris, Chief Executive, NZ Direct Marketing Association, Tel: 025 977-818, Email:
„h Nicholas O¡¦Flaherty, Director, Bullet PR Limited, Tel: 021 303-181, E-mail:

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