The Direct Marketing Association (DMA) has responded to a backlash over silent calls from telemarketers by asking its members to reveal their caller identity.
Many consumers plagued by silent calls who dial 1471 find the number has been withheld.
The DMA's Direct Marketing Code of Practice now states that all telemarketers must display a Caller Line Identity including either the name of the company making the call or the one on whose behalf it was made.
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