The file, which Bounty collects through its field force of 400 staff in hospitals, surgeries and clinics, includes more than 8,000 pregnancies a year that do not go to full term. Names are removed from Bounty lists to prevent people receiving mailings at a sensitive time.
It is being licensed on an annual basis. Previously the company has used the information to clean its own lists, however Justin Cooper, business unit director of Bounty business data services, said the release is to put the sector beyond reproach.
"With the increasing volume of direct mail we have to ensure that our niche market gets protected from unnecessary distress," he said.
Cooper was unable to name clients who would be using the file, but said that interest had been strong from brands that targeted prospective parents.
The file has been endorsed by children's charity Tommy's.
The Bounty Suppression File joins the DMA's Baby Mailing Preference Service as a tool to allow marketers to take a more targeted approach.
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