The initiative will ensure that database consumers are truly opted in.
"The age of interruptive advertising is coming to a close," Ebiquita managing director Andy Taylor said.
"Companies that are seriously concerned with direct marketing effectiveness must ensure that they have the consumer's permission to interact. The global solution provided by the Morefocus programme removes the doubt, protects consumers, and provides client companies with improved returns on future DM campaigns."
Morefocus' cleansing and validation system was developed in the US to reassure clients that purchased email lists for DM campaigns.
Colin Lucas-Mudd, CEO of Morefocus Group, said that in the product's original research phase, "we were shocked at the number of unsolicited emails that we received from Fortune 100 companies. The system was designed subsequently to protect such corporations from unnecessary legal actions."
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