The reaction to the mailing led the company to apologise through radio and television interviews, as well as by telephone and letter to all complainants.
The original DM letter was posted in an envelope marked "Final reminder" in bold red, addressed from "the Finance Director" and also marked "Attention concerning your customer file: Settlement of outstanding items".
Damart had come up with the letter as a follow-up to a series of special offers it had mailed out. The letter read: "Having studied your account file ... it seems you still have available to you a number of offers you have not taken up ... we have extended the deadline by another 14 days ... Yours sincerely, XXXX, Finance Director."
The Advertising Standards Authority received 273 complaints, including one from the Institute of Sales Promotion.
It upheld the complaints, saying that the mailing was "misleading and distressing" and it was concerned that many elderly people had been distressed by it.
The body told Damart to ensure that future mailings made clear they were marketing communications and advised it to check them with the CAP copy advice team.
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