Complaint Handling Procedures & How To File A Complaint

The DMA is interested in hearing from you if you believe a direct marketing promotion or practice is questionable and may warrant a formal review by the Committees. The DMA receives and investigates complaints against member and nonmember organizations. These complaints are reviewed and handled by DMA's Corporate Responsibility Department and/or the DMA Committee on Ethical Business Practice, also known as the Ethics Operating Committee. Following is more information on DMA's Committee on Ethical Business Practice and how to file a complaint.

Committee on Ethical Business Practice (Ethics Operating Committee)

Comprised of 17 executives from DMA member organizations, the Ethics Operating Committee examines promotions and practices that may violate DMA's self-regulatory Guidelines for Ethical Business Practice. The Committee works with both member and non-member companies to gain voluntary cooperation in adhering to the guidelines and to increase good business practices for direct marketers. Although cooperation with the Committees is voluntary, it is in everyone's best interest to work together to ensure that high standards are maintained and consumer confidence in direct marketing is enhanced.

The DMA Guidelines for Ethical Business Practice have been applied to hundreds of direct marketing cases concerning deception, unfair business practices, personal information protection, and other ethics issues. In order to educate marketing professionals on acceptable marketing practices, a case report is regularly issued which summarizes questioned direct marketing promotions and how cases were administered. The report also is used to educate regulators and others interested in consumer protection issues about DMA's self-regulatory guidelines and how they are implemented.

The Ethics Operating Committee is also responsible, along with the Ethics Policy Committee, for reviewing and revising The DMA Guidelines for Ethical Business Practice as necessary to keep the guidelines timely, specific, and meaningful in relation to DMA�s stated broad corporate responsibility objectives.

Case Handling Procedures/Confidentiality Policy

The DMA Corporate Responsibility team and Ethics Operating Committee receive promotions for review in a number of ways: from consumers, member companies, non-members, or, sometimes, consumer protection agencies. The Committee reviews most of the matters that are received by the DMA concerning possible violations of the ethics guidelines; however, it is not possible for the Committee to review all complaints or inquiries received. The most important criteria for accepting cases to be reviewed include the following: the magnitude of the promotion or practice brought to DMA's attention; the possible damage or economic harm to consumers; a pattern of complaints received by the DMA; and complaints that are the subject of media and/or government attention.

Complaints referred to the Committee are reviewed against the Guidelines for Ethical Business Practice and if a majority of Committee members believe there is a potential violation, the company is contacted. Most companies work with the Committees to cease or change the questioned practice. Case proceedings are kept strictly confidential. However, if a member company does not cooperate and the Committees believe there are ongoing guidelines violations, the Committees can recommend that action be taken by the Board of Directors and can make case results public. Board action could include censure, suspension or expulsion from membership, and the Board may also make its actions public. If a non-member or a member company does not cooperate with the Committees and the Committees believe violations of law may also have occurred, referral of the case is generally made to federal and/or state law enforcement authorities for their review; such referral may be made public.

How To File A Complaint

Cases may be submitted by writing to the DMA and including a copy of the promotion or an example of the practice that is the subject of the complaint. Contact DMA's Corporate & Social Responsibility Department at 1615 L St. NW, Suite 1100, Washington, DC 20036; fax: 202.955.0085; or email: ethics@the-dma.org. You may also submit a complaint using the Ethics Complaint Form. The complaint form includes instructions for how and where to submit your complaint.

Before filing a complaint, please click here to review the Ethics Operating Committee�s case handling procedures and confidentiality policy.