DMA appoints chairman

The Direct Marketing Authority, the regulatory body for the direct marketing industry, has appointed former Advertising Standards Authority (ASA) director general Matti Alderson (pictured) as chairman.

Alderson, who was at the ASA from 1990 to 2000 and also founded the European Advertising Standards Alliance, takes over from John Bridgeman, who is stepping down following the completion of his second term as chairman.

Alderson, who is currently managing director of regulatory consultancy FireHorses, says of her new role: “The Authority’s job is to provide consumers with a source of help if things go wrong, and to ensure that the direct marketing industry understands the obligations placed on it.

“Over the next few months, I will be tasking the Authority with a review of its working practices to ensure that they’re comprehensive and responsive to new developments in this industry, and will be asking the industry to work with the Authority to improve its profile with the public and practitioners.”

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