The DMA’s Opt-out Database aims to avoid unsolicited direct marketing communications to consumers from members of the DMA. Direct marketing organisations cannot send marketing communications to the numbers and addresses included on the DMA Database. The contact details that can be added to the list include: postal & physical address, e-mail address, and telephone and cell number.
Direct Marketing organisations must use the DMA Opt-out Database list to cross-reference and remove the contact information of those who are included on it, unless there is an existing business relationship and will be marketing the same or similar goods or services. The DMASA charges to dedupe lists.
The Code of Practice of the Advertising Standards Authority states that in the absence of government mandated national Opt Out Register marketers must use DMASA’s Do Not Contact Service when conducting consumer marketing campaigns.
Section 11(3) of the Consumer Protection Act 68 of 2008 gives authority to the National Consumer Commission to establish a registry that consumers can register to in order to pre-emptively block direct marketing communications. This registry has however not been established.