The Direct Marketing Association of South Africa (DMASA) has made tremendous progress in mobilising the industry after the dissolution of the MFSA. Initially falling under the MFSA structure, the DMA established itself as an independent body in November 2005 representing not only direct marketers, but with a focus on the consumer too. With the MFSA no longer in existence, it was evident that direct marketers required a body to both regulate and protect the industry.
By re-establishing the Direct Marketing Association of South Africa, it aims to protect both the industry and consumers from unethical or ignorant practitioners, and lobby against adverse legislation from government and other regulatory bodies. Key to the DMA"s activities going forward, will be the promotion and expansion of direct marketing within the country.
The Direct Marketing Association of South Africa is in good company, when you consider that, from the USA to the UK and as far a field as Australia, the DMA is represented in a total of 46 countries globally. While remaining a separate entity, the DMA SA is globally aligned and has strong ties throughout the network, giving us access to global insights on the DMA"s key functions and areas of contribution. Over and above its role as protector, the DMA will also set out to promote best practice and raise the standard of direct marketing through the origination and regular updating of DM Codes of Practice and best practice guidelines.
Further to this, the DMA will develop awards which aim to benchmark and continuously raise the bar in respect of the creative effectiveness, strategic and ROI aspects of direct campaigns, projects and business. Other initiatives will include tariff negotiations with primary industry suppliers on behalf of our members, lobbying on Data Privacy issues, database protection and anti-spam. The DMA is also committed to providing members with formalized education, networking forums offering the latest information, and providing informed legal opinion.
For more information. visit
www.dmasa.org.