With the introduction of new EU privacy legislation and the Communications Bill, a whole new raft of rules and regulations will govern the marketer's every move.
Many I've spoken to in the industry view the new legislative regime as something that will stifle their businesses and hamper growth. Yet, unchecked, the industry would soon find itself becoming a victim of its own voracity.
Surely these changes present the industry with a unique opportunity to turn its image around?
We've all seen the reports in the media; "I was hounded by phone calls from a double glazing company" and "a credit card company sent me 500 letters in one month". Examples of bad practice tarnish the public's view of the direct marketing industry and here, for the first time, will be a power to name, shame and fine companies involved.
If every marketing department was allowed to plough on regardless, making more calls and sending further badly-targeted mail, then the amount of consumers joining opt-out registers, such as the Telephone and Mail Preference Service (TPS and MPS), would grow exponentially, eventually leaving the industry with no one to sell to.
That is a scenario nobody wants. To avoid it is simple - by adhering to the rules as they are laid out and supporting initiatives aimed at heading off further legislation. By controlling issues before they become a problem, marketers will not only safeguard the customer base they have access to, but the future of the industry as a whole.
My message is simple - the new rules will be of great benefit to the industry and there are many solutions out there to help make the marketer's life easier. Those working smarter not harder will be in a position to deliver unparalleled value to their, or their client's business.
Finally, I'd like to take this opportunity to thank all our customers for recognising the value of effective data suppression and best practice in their businesses and our strategic partners who have made it possible for us to deliver our award-winning solutions.
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