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 http://www.dma.co.nz
ENDS
For further information, please call:
„h Keith Norris, Chief Executive, NZ Direct Marketing Association, Tel: 025 977-818, Email: keith@dma.co.nz
„h Nicholas O¡¦Flaherty, Director, Bullet PR Limited, Tel: 021 303-181, E-mail: nicholaso@bulletpr.co.nz