Paid opt-outs are no better

While many organisations such as the Anti-Marketing Group may operate legitimately (news analysis, Data Strategy 14 October), what is disquieting is the fact they charge for the service. Furthermore, the lack of transparency about how they operate, the apparent absence of a rigorous complaint-handling process and no tangible proof of their effectiveness should all be cause for concern.

Contrary to the Anti-Marketing Group’s claims, the effectiveness of the free TPS and MPS services is only limited by the regulations that govern them. A proliferation of opt-out registers is not helpful to consumers, and could in fact be detrimental. If consumers do not stand to gain from paid-for opt-out registers, nor does the DM industry.

Mike Lordan, chief of operations, Direct Marketing Association

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