New E-Marketing Authority
The new e-Marketing Standards Authority (eMSA) is aimed at ensuring that web retailers meet high standards of returns and guarantees, and that they provide privacy safeguards. It will advise customers on how to resolve disputes with any of its members. The Authority is a joint project of the Direct Marketing Association and the Advertising Standards Authority, with support from the Ministry of Consumer Affairs.
How Can eMSA Help?
The new Authority has a code and standards that apply to members of both the DMA and Advertising Standards Authority. This code is drafted by the Ministry of Consumer Affairs and is based on international guidelines. The eMSA will promote and advertise the code and complaints procedures and educate industry. Complaints can be passed on by the eMSA to the organisation that is best placed to look at the complaints.
New Code of Practice
Along with its involvement in the eMSA, the Direct Marketing Association has also launched a new code of practice for direct marketing in New Zealand. Included in the code are measures supporting opt-in and opt-out provisions in email marketing, open disclosure of the use of data collected online, compliance with the Privacy Principles and, for the first time in New Zealand, a provision that specifically discourages the use of spam or unsolicited commercial e-mail.
The code is based on five basic principles:
- marketers will comply with the laws of New Zealand and all appropriate industry codes of practice;
- offers will be clear and truthful and not present a product, service, or offer in a way that could mislead the consumer;
- orders for products or services will be handled in a responsible and prompt manner;
- marketers will carry out their business in a way that is socially responsible; and
- marketers will uphold high standards of business practice to bring about the trust of consumers.
| More information on the NZ Direct Marketing Association and the Code of Practice for Direct Marketing is available at www.dma.co.nz |
Contact for Enquiries
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Fax: +64 4 894 0720
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