Respecting Consumer Preference

Suppression Lists

Members sending marketing communications must operate and maintain a suppression file, listing recipients who have indicated they do not wish to receive further marketing communications.

Members must not use the ADMA ‘Do Not Contact’ services as an alternative to the suppression file required by the above

Where an individual requests not to receive marketing communications, Members must, as soon as possible, suppress the recipient’s data from their marketing database. In all cases, the request must be complied with within:

(a)45 days of receipt of a request to cease using data for direct mail, telephone marketing or fax marketing

(b)5 days from the individual sending the request to cease using the data for eMarketing purposes

Where the suppression cannot take immediate effect, Members should inform recipients of this fact and explain they may receive further marketing communications for a maximum additional period of seven days whilst the request is processed.
Where a third party service provider receives a request from an individual not to receive marketing communications, the third party service provider must forward the request to the organisation expeditiously, thereby enabling the organisation to fulfill his obligations under Section H3.

Members must use the Do Not Mail/Do Not Call/ Do Not Email and Mobile Marketing Opt-Out Services of ADMA when conducting a direct marketing campaign in order to remove the name of any consumer, other than a current customer, who has requested that they not receive direct marketing offers.

For the purposes of this clause a “current consumer” is any consumer who has requested information or made a purchase within the last six months or during a normal selling cycle.
Members must remove or suppress a consumer’s name from all lists for transfer to a third party at the request of the consumer.

Source of Personal Information

Members must inform a consumer, on request, of the source of the individual’s personal information.

ADMA Do Not Mail Service

ADMA will offer a Do Not Mail opt-out service and members agree to act in accordance with that service to the extent that it relates to them:

• consumers will be offered the opportunity to inform ADMA via postage-paid reply mail and ADMA’s web site that they do not wish to receive marketing communications from ADMA members (a 1-300 number will provide information on how to register for the service)
• ADMA will register the name of consumers exercising this preference
• The registry will be made available by ADMA to members in electronic format
• Within a reasonable time from the date on which the member receives the Do Not Mail service files, the member must use them to suppress the names of these consumers, unless they happen to be current customers of the member