The aim of the is to better manage the relationship between consumers and the direct marketing industry to ensure they are targeted in the best way.
The service, which launches in May, offers a function whereby consumers can print out a template letter to send to firms they do not wish to receive mail from. Consumers can also select firms they are interested in from a list of the top 100 mailers, as well as sponsors of the site and companies nominated by the consumer.
In registering at the site, consumers record a raft of personal details but a spokeswoman for REaD said this was not for sale.
Instead money is made through a 拢800 flat rate for sponsors of the site and an optional 拢4.95 that consumers can pay for REaD to contact undesirable direct mailers rather than do it themselves through the template letter.
According to a YouGov survey conducted on behalf of The REaD Group, three quarters of respondents said they would subscribe to a service that helped them receive less of the mail they did not want and more that better reflected their profile.
Half of all respondents also said such a move would reverse their negative views regarding direct marketing.
Mark Roy, REaD Group chief executive, said: "Consumers will gain by getting what the research has shown they want and industry will gain by an improved trust and confidence in the medium."
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