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DMA chair Scott Logie shares his views on the year ahead

09 Jan 2012 10:15 GMT Back
DMA chair Scott Logie shares his views on the year ahead
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By all accounts, 2012 will be a tough year for business. As well as having to deal with a faltering economy and waning consumer confidence, our industry will also have to contend with specific challenges from changes to regulation and legislation.

While experts disagree about the extent of the economic problems we face and how best to tackle them, we can be a little more confident in our assumptions about how issues ranging from data protection to the environment will impact on how we work and the action we need to take. 

EU Data Protection Directive
Later this month, the European Commission is scheduled to announce its revisions to the EU Data Protection Directive, which have the potential to have a significant impact on the way businesses can collect and use data for marketing purposes. 

Click here for details on the potential changes. 

The DMA has been closely involved in all stages prior to the publication of the legislative proposal and has taken every opportunity to represent the interests of the industry, and will continue to do so.    

Cookies law
The 12-month grace period before the Information Commissioner’s Office (ICO) enforces the cookies law comes to a close on 26 May. Under the new law, all organisations will have to make sure they have consent from users before placing cookies on their devices, such as PCs, tablets and mobiles. 

The ICO recently issued guidance to clarify any confusion surrounding the new cookies rules. It includes web shots of pages with example text of how to ask for consent. To help you comply, we've summarised the key points from the guidance paper. Our legal department will be on hand to deal with your queries and our annual data conference will include a ‘how-to’ workshop on complying with the new law.

Postal regulation  
Last month Ofcom, the new postal regulator, issued a public consultation on a host of proposed changes to postal regulation.

Read more about the Ofcom consultation.

The DMA submitted a response to this consultation to raise the industry’s concerns about the potential threat to competition within the postal sector and the long-term prospects of advertising mail. We will continue to monitor the changes to postal regulation and take action on behalf of the industry. 

The environment
Last year, the DMA signed an agreement with DEFRA committing the DM industry to a series of tough green targets to cut physical waste and carbon emissions over the next three years. The DMA will be undertaking a number of initiatives to cut the volume of unnecessary and unwanted advertising mail produced.

The deal provides the perfect answer to criticism of direct marketing by demonstrating that we’re a responsible industry that’s taking positive action to minimise our environmental impact. We will be helping our members understand what’s required of them and giving them the tools they need to manage their environmental obligations. 

That’s not all
Last year we welcomed a large number of new companies into our membership, and I would like to thank them, and indeed all DMA members, for their support.

We are constantly improving the service we provide for you in every way we can. Shortly, we’ll be launching two new schemes - Pitch Protection and Marketing Mentor. We will also be expanding our reach in the digital realm and launching new services, tools and events throughout 2012, all of which will add further value to your membership and help you do better business.

I wish you all a prosperous 2012.

Scott Logie, chair of the DMA

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