Opt-4 has come into being following the pair's recent collaboration on a book last year, 'The New Data Protection Liabilities and Risks for Direct Marketers'.
They will continue with their separate business interests in addition to running Opt-4. Moseley is chairman of mailing house Grange Direct and runs other consulting businesses. Smith runs list company RSA Direct and is also deputy chairman of the DMA and chairman of the DMA's Governance Committee.
According to Moseley: "Clients are asking for a range of solutions from audits of current data protection practice to help with minimising opt-outs. Opt-4 is designed to bridge the gap between internal compliance or legal advice and marketing departments."
The consultancy will help marketers phrase their opt-in statements according to Smith, who said: "Direct marketing companies are starting to pay attention to the small print -- badly worded permission statements are often responsible for high opt-out levels and customer alienation."
Opt-4 has set up an online as a way to encourage debate about privacy issues and has offered five copies of the book and an iPod Shuffle as an incentive to complete it.
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