on the location of their telephone number LAWS, CODES AND Telephone marketers should operate in DMA Ethics In its continuing efforts to improve the Ethical Guidelines are maintained, up- A Committee on Ethical Business Prac- An Ethics Policy Committee initiates pro- MOAL (Mail Order Action Line) handles All Ethics activities are directed by a full Telephone Marketing T he Direct Marketing Association's Guidelines for Ethical Business Practices are intended to provide individuals and organizations involved in direct mail and direct marketing with principles of conduct that are generally accepted nationally and internationally. These Guidelines reflect DMA's longstanding policy of high levels of ethics and the responsibility of the Association and direct marketers to maintain with the consumer and the community relationships that are based on fair and ethical principles. W hat distinguishes the Guidelines, which are self-regulatory in nature, is that all are urged to support them in spirit and not treat their provisions as obstacles to be circumvented by legal ingenuity. The Guidelines are intended to be honored in light of their aims and principles. hese Guidelines also represent DMA'S general philosophy that self-regulatory measures are preferable to governmental mandates whenever possible. Self-regulatory actions are more readily adaptable to changing techniques, economic and social conditions, and they encourage widespread use of sound business practices. ecause it is believed that dishonest, misleading, immoral, salacious, or offensive communications make enemies for all advertising marketing, including direct response marketing, observance of these Guidelines by all concerned is recommended. The Terms Honesty All offers should be clear, honest, and complete so that the consumer may know the exact nature of what is being offered, the price, the terms of payment (including all extra charges), and the commitment involved in the placing of an order. Before publication of an offer, direct marketers should be prepared to substantiate any claims or offers made. Advertisements or specific claims which are untrue, misleading, deceptive, fraudulent, or unjustly disparaging of competitors should not be used. Clarity Article #2 A simple statement of all the essential points of the offer should be clearly displayed in the promotional material. When an offer illustrates goods that are not included or that cost extra, these facts should be made clear. Print Size Article #3 Print which by its small size, placement, or other visual characteristics is likely to substantially affect the legibility of the offer or exceptions to it should not be used. Actual Conditions All descriptions and promises should be in accordance with actual conditions, situations, and circumstances existing at the time of the promotion. Claims regarding any limitations (such as time or quantity) should be legitimate. Disparagement Article #5 Disparagement of any person or group on grounds of race, color, religion, national origin, sex, marital status, or age is unacceptable. |