The Direct Marketing Association (DMA) and the telephone regulatory
body Oftel are lining up for a battle over the best way to stop
consumers being pestered by unwanted telemarketing calls.
Oftel is proposing that everyone should have the option of having their
name flagged in telephone directories. Such entries would not be
available for any form of direct marketing, including telemarketing and
’We agree with the principle that people are concerned about the extent
to which they receive marketing calls,’ said the DMA’s legal director,
But the DMA, which circulated its views to MPs this week, believes
Oftel’s plan is too wide-ranging, could damage the direct marketing
industry and would be impossible to police.