The Wireless Application Service Providers Association (WASPA) has aligned its latest code of conduct with the Consumer Protection Act (CPA).
The latest code, version 11, has also been crafted to take the Protection of Personal Information Bill into account. The Bill is making its way through Parliament and is expected to come into effect at the end of the year.
Head of the code of conduct committee Russel Stromin says the latest version provides additional protection to consumers around issues such as direct marketing, advertising and promotions.
WASPA can sanction members who break the rules with penalties that range from hefty fines to suspension from the organisation, says Stromin. “It is WASPA's goal to protect consumers to the best of its ability, which is why we regularly revisit the code of conduct and make changes.”
Stromin explains the new code says members must provide customers with the option to reply “stop”, or provide an alternative opt-out procedure for all direct marketing communications. The opt-out option applies to all communication from the “message originator”, he says.
In addition, the code says direct marketing messages cannot be sent on Sundays or public holidays, Saturdays before 9am or after 1pm, or between 8pm and 8am on any other day, says Stromin.
These time frames are in line with the regulations, which give effect to the CPA, and limit when marketers can contact consumers, unless they have their permission in writing to communicate with them outside of these hours. Opt-out messages must be acted on within two working days, notes Stromin.
Safer system
Until recently, a database of consumers, who had signed up on the DMASA's opt-out registry, was e-mailed to its 389 members. However, last month, ITWeb revealed the database had been leaked, putting 39 000 consumers at risk of identity theft, because their personal information became available to non-members.
Yesterday, the association sent a mail to its members informing them that the database would no longer be e-mailed. In the communication, it said it had created a “secure SSL-certified Web site” where members can log in and upload the identity numbers of the consumers it wants to target in its marketing communication.
The tool, which allows marketers to check that they are not sending messages to consumers that do not want to be contacted, is free to use for DMASA members. Non-members will be charged R1, excluding VAT, for a duplicate record matched against the database.
According to the DMASA, about 2.5 million records - or 20MB - can be checked at a time. The process takes a few minutes, but marketers have been told to allow for 24 hours to ensure “unforeseen” delays do not affect their campaigns.
Once the checking process has been completed, marketers will receive an e-mail indicating how many people were on the “do not contact” list and access to their identity numbers. “These must be removed from your mailing file,” the DMASA says.
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