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ANALYSIS: The DMA's attempt to get the CTPS repealed

For most B2B brands, the telephone has always been a vital part of the marketing mix. However, since the launch of the corporate telephone preference service (CTPS) in 2004, this highly effective communications tool has been increasingly under threat, with companies of all sizes abusing legislation designed only to protect micro-businesses from nuisance calls. Currently the number of telephone lines barred from telemarketing is almost at two million.

In December, the Direct Marketing Association (DMA) launched a new initiative aimed at finally getting this damaging legislation repealed, after many failed attempts. So why does the association believe it will be successful this time and - more importantly - why has it taken it six years to properly address this fundamental issue?