Consumers more welcoming of cold calls (if they are warm)

Attitudes towards unsolicited marketing via landline telephones have softened significantly – but only if the caller is a company already known to the consumer.

In the space of a year, the acceptability of an outbound call has risen by four points to 11%. This continues a trend of steady improvement that has seen this channel rise in favour among consumers from a low of 5% in 2008.

The study follows the introduction of new rules designed to crack down on companies that make repeated silent calls to the same customer. Ofcom now has the power to fine companies up to £2m.

The results come from the annual fast.MAP Marketing-GAP study carried out in the fourth quarter of 2010 among 1,430 consumers. More widespread screening of phone numbers against those registered on the Telephone Preference Service as well as greater restraint among marketers appear to have contributed to this softening of attitudes.

Companies offering services to consumers to reduce the volume of unsolicited calls hailed the improvement on Data Protection Day (28th January). “A company’s ability to conform to the consumer’s best interest has a significant impact on the telemarketing industry as a whole, enabling the industry to expand in favour of the consumer,” says a spokesperson for Data Protection House, which operates a paid-for “do not call” list.



Asda Price Guarantee ads banned

Rosie Baker

Asda has been rapped by the Advertising Standards Authority (ASA) for running “misleading” ads to promote its Asda Price Guarantee, further fuelling the supermarket war of words over price advertising.


There is method in…Stella’s cider push

Russell Parsons

With the launch of Stella Cidre, AB Inbev has set itself an ambitious twin task – “restimulating” the premium cider category and adding weight to its own claim to be the beer sectors’ most innovative company. The brewer wants Cidre, which is intended to be pronounced as it sounds and is described as a “premium […]


    Leave a comment