The Direct Marketing Association is urging UK advertisers to
exercise common sense when mailing their customers amid growing public
concern about potential terrorist anthrax attacks on the UK.
The DMA will re-issue its postage and sampling guidelines this week to
its members, reminding them of their duty to show responsibility when
marketing direct to the public.
DMA director of development and postal affairs David Robottom said it
was important that advertisers did nothing that was likely to alarm
people at a time of unprecedented public tension.
"We want to maintain widespread confidence in direct marketing, and so
our members, and advertisers more generally, need to use their common
sense. There have been examples recently of marketers sending samples of
sand through the post, which in the current climate is not the most
sensible thing to do," he said.
The US DMA this week urged direct marketers to delay mailings amid
increased security fears.
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