Reform needed in marketing data sector to tackle nuisance contact, Direct Marketing Commission says
Reform is needed in the data sector to stop consumers being bombarded by unwanted marketing phone calls and text messages while firms should be required to show that their data has been tested and used properly, the Direct Marketing Commission has said.
Report: George Kidd has called for reform
The direct marketing industry watchdog warned in its annual report that most prominent concerns lay in an apparent lack of understanding and concern by companies about how consumer information is gathered and used, and called for “root and branch” reform to deal with the escalating problem.
George Kidd, the DMC’s chief commissioner, said: “The volume and nature of complaints we investigate show that we need to take a root and branch look at how companies collect, source, sell and test consumer data. Some business make fantastic creative use of data, delivering offers and services that are tuned to our personal needs and preferences.
“But there are times when other preferences and rights – not to be sent messages and calls which we have not agreed to or have said we do not want – are being ignored as companies pursue short-term gain, most obviously in the personal injury and Payment Protection Insurance fields.”
He continued: “It’s not acceptable for businesses in the data business not to be able to explain where their data and the permissions on its use came from or for firms to dupe those they mail and call with mock surveys and ‘research’ that open the door to sales and marketing calls, texts and emails from total strangers.
“There is no magic solution to these problems of privacy and the misuse of data, and it will require a concerted effort in the industry to find solutions to the problems.”
The latest call for action follows Kidd’s appearance before the Culture, Media and Sport Select Committee inquiry into nuisance calls and text messages, at which he spoke about the need for a co-regulatory body to deal with the problem of unwanted contact.
Kidd argued that the current system – where responsibility is spread between Ofcom and the Information Commissioner’s Office – did not allow the resources or targeted focus to effectively tackle the issue.