Business Intelligence Watch TMC

DEATH MEANS PAYING $1 FOR PLACEMENT ON DO-NOT-CONTACT LIST

July 22, 2005

Remember the old saying about death and taxes?

Well, it seems there's a new tax on death.

Well, not a tax, just a $1 fee.

The Direct Marketing Association has announced the establishment of a Deceased Do-Not-Contact List in order to have the dead removed from commercial marketing lists.

All DMA members must honor the DDNC list, which will also be made available to non-member companies. It will include the deceased individual's name, address, phone number and e-mail address. The information will be maintained on a special do-not-contact file to be updated on a monthly basis.

An Internet link has been established that funeral directors, hospitals and doctors' offices will be encouraged to provide to friends, relatives and caregivers of the deceased, who may register the information at the DMA's Consumer Assistance Site.

So where does the $1 fee enter the picture?

It is the credit card verification fee that, according to the DMA, serves two purposes: to ensure a permanent record of those who registered the information; and to help prevent misuse or fraud.

By Glenn J. Kalinoski, Executive Editor, Customer Inter@ction Solutions



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