Direct Marketing Association – South Africa

Whilst recently trying to track down yet another South African spam source I got directed to the DMA SA. Whilst the majority of spammers are not members of this association I’m pretty sure that this may help. The reason I say most is because I’ve dealt with my fair share of them (and even had some as clients), and this is the first time I got pointed to the DMA SA website at – a rather informative website.
I honestly don’t know how to start analysing this.  According to their websites their code of conduct (to which ALL their are held) claims to try and say “Direct means business, We mean business and most of all, we respect the rights of our consumers!”.

If you go and dig a bit you should be able to locate the list of members, which seems to be quite a big list, and includes many of the so-called “sources” people have presented me with as the “source” for my phone number and email address (Including Vodacom, Cell C and Woolworths – two of these I had no dealings with and at no point gave them the right – as laid out under the ECT act – to use my details for any marketing purposes).

Well, I guess it’s time “opt-out” and see if the spam on my spam traps increase or decreases, to quote the DMASA regarding this opt-out list:

The “Opt Out Register” ( was launched on 19 March 2007 and to date around 25 000 consumers have registered online to have their details removed from mailing lists used by marketers to promote goods and services. “The Don’t Contact Me” list – previously known as the Mail Preference Service (MPS), serves the sole purpose of removing your name and address from prospect mailing lists. According to proposed law, any company embarking on a direct marketing campaign will be required to run their list against the Opt Out register and ensure that any names on the DMA register are deleted off their database. Although you will see a reduction in the unsolicited direct mail you receive, not all commercial mail will stop. For example you may continue to receive mail from companies with which you already do business with for example a banking institution – where you have provided consent for them to market to you. In addition, you may continue to receive mail addressed to the “resident/occupant” since the mail is not personalized. To register, click on the “Do not contact” icon and then complete the necessary fields. Of vital importance is the submission of your ID number to ensure that all your details are removed.

I find it a bit obscure that you have to leave the website in order for this opt-out to function.

Other things I find annoying is that I’m only allowed to enter three email addresses – I mean, I’ve got three different IMAP mailboxes configured on my mail client, each of those have in the region of about 5 aliases, that’s a total of somewhere between 15 and 20 addresses.  And that doesn’t even start counting the spamtrap email addresses I have in place (which I the only publication I made of was inside html comments on some arb websites … and was spammed by at least one of the members on their list).

Also, I’ve been contacted by so many call centres in the last few months phoning on behalf of some cellular company that this will be a good test.  And talking of cellular companies – one that is absolutely shining in their absence (but is also least guilty of telemarketing and email spam) is MTN and all their derivatives.  On the other hand – all four of the major banks seems to be listed here, so that at least is good news (but again, they’re not particularly guilty in general).

I also find it very disappointing that they themselves (whilst seemingly backing anti-spam efforts) can’t even comply with email RFC requirements (specifically the part that requires the return path of any email to be willing to accept bounces):

2009-09-15 18:22:23 H=( []
F= rejected RCPT 
Sender verify failed

Oh well, guess I’ll have to drop them an email quick.

10 Responses to “Direct Marketing Association – South Africa”

  1. A very good marketing strategy is very important in promoting your products both online and offline.-“-

  2. Telesales is actually good for promoting your affiliate products both online and offline situations…-

  3. Jaco Kroon says:

    There is a difference between promoting your products legally and stepping over the law. Electronic communications are governed by the ECT act and just about every online marketing company I’ve dealt with is in violation of this act.

    In particular:

    Buying email addresses and telephone numbers from people whom I have not explicitly granted consent to to share my details is illegal.

    Contacting me without being able to show prior business relations, or being able to tell me from whom you obtained my details and when, along with showing me that I’ve consented to them sharing my details with you for the purposes of marketing, is illegal.

    In all cases preventing me from opting out, is illegal.

  4. marketing always makes a product more popular and is necessary for its success.:,:

  5. Chuck Hash says:

    Marketing is mostly about misleading the consumer. Only a very small part of marketing is about informing the consumer of a product, the main aim of marketing is to create a sense of need where there is none. Since Capitalism relies on an open exchange of actual needs, marketing is one of its worst enemies.

  6. i was in the telesales business a few years ago but now i do internet marketing.`:

  7. marketing of products is very necessary so that someone will buy it`–

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  9. michael du plessis says:

    I find it is such an intrusion on my privacy to be spam bombed with offers I do not want and cannot stop . I also registered with opt out and I still get this garbage . I thought it was going to be made illegal to sms advertising to uninvited numbers . I make it a point NOT TO USE ANY BUSINESS WHICH RESORTS TO THIS KIND OF ADVERTISING . Perhaps if we all simply boycotted them , they would learn their lesson ?. I also thought of spam bombing them with false numbers which would cost them a packet in advertising costs . I simply detest any spam sms’s especially when I am in a meeting or involved in concentrating and some A _ Hole spams me with Pak persian carpet offers or Adega restaurant Bryanston offers . How the F*** do they get my number . i do not or have never been to Adega Bryanston . Give me the A hole who gave my details so I ring his/ her scrawny neck . thoroughly Pissed off !!!

  10. avesha lutchman says:

    hi sir/ mam
    please can you provide me with information about the benefits, cost and requirements of direct marketing association. I need infor AS SOON AS POSSIBLE
    avesha lutchman