The Direct Marketing Association of South Africa
Championing the value and growth of Direct Marketing
The Direct Marketing Association of South Africa (DMASA) has made tremendous progress
in mobilising the industry after the dissolution of the MFSA. With the MFSA no longer
in existence, it was evident that direct marketers required a body to both regulate
and protect the industry. 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.
In March 2006 the Association was formally established. The DMA is working hard
in terms of addressing the challenges that lie ahead for the direct industry in
the face of pending legislative issues as well as raising the bar on professionalism.
Key to the DMA's activities going forward, will be the promotion and expansion of
Direct Marketing within the country.
The DMASA aims to protect both the industry and consumers from unethical or ignorant
practitioners and lobby against adverse legislation from government and other regulatory
bodies.
The association in South Africa is an affiliate of the international Direct Marketing
Association, which has representation in 46 countries. While remaining a separate
entity, the DMA SA is globally aligned and has strong ties throughout the network,
giving it access to global insights on the DMA's key functions and areas of contribution.
Over and above its role as protector, the DMA 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, best practice guidelines and training and skills development.
The DMASA's annual Assegai Awards are designed to benchmark and continuously raise
the bar in respect of the creative effectiveness, strategic importance and profitability
of direct campaigns, projects and business. Other initiatives include tariff negotiations
with primary industry suppliers on behalf of members, lobbying on data privacy issues,
database protection and anti-spamming issues. DMASA is also committed to providing
members with formalised education, networking forums offering the latest information,
and providing informed legal opinion. For more information go to
www.dmasa.org