Review of the MCCA Direct Marketing Model Code of Practice - Report

Appendix B: Foreword

The Ministerial Council of Consumer Affairs is pleased to release this revised edition of the Direct Marketing Model Code of Practice (‘the Model Code’).

The Model Code represents a best practice model of conduct between direct marketers and consumers. Industry Associations whose members are involved in direct marketing are encouraged to establish their own codes based upon the provisions contained in this Model Code. Individual companies are also encouraged to adopt the standards set out in this Model Code.

The Ministerial Council of Consumer Affairs encourages businesses to regulate themselves rather than rely on the government to do it for them. Effective self-regulation has the potential to achieve greater and lasting improvements in business practices by using negotiation and consultation rather than prescriptive legislation and enforcement. Consumers can benefit from a greater focus by business on customer service and on being responsible and accountable for regulating its own behaviour.

Where self-regulation is not an effective tool in addressing inappropriate direct marketing practices increased involvement by regulators may be necessary.

The Ministerial Council of Consumer Affairs will continue to monitor and review the Model Code on a two yearly basis. This regular review will ensure that the standards established in the Model Code remain relevant and effective in building consumer confidence in direct marketing in the context of a growing global market place.

Signed

MINISTERIAL COUNCIL OF CONSUMER AFFAIRS

Next: Appendix C: BPM Provisions
Return to: Report Contents