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29th June 2011 - The damaging consequences of TPS violation
June
2011
As a DMA registered list broker, TPS Suppressions and good data ethics are the norm to Databroker. They are so much part of our daily routine that we spare it little thought.
So it always comes as a bit of a shock to learn about blatant TPS abuse.
TPS abuse is disappointing, TPS indifference is infuriating and unfortunately it is all too prevalent.
Databroker’s ethos is that of taking the supply of business data and consumer data forward. We like to see ourselves as an independent voice, striving to clean up the data and direct marketing industry. So how sad it was for us to be approached by 3 different companies, an SEO consultant, a PI company and a DM supplier, who all completely disregard the TPS.
They don’t care who they call. They don’t care about the legalities surrounding contacting TPS registered numbers. They don’t care about the fine.
In fact, these miscreants are that flagrant in their continued violation of TPS rules, they are all on first name terms with the ICO and the TPS.
It seems that the profits they earn calling TPS numbers ensures that they are happy to right off the TPS fine as a fixed cost.
Unbelievable, unacceptable and intolerable.
So what needs to be done to combat such deplorable behaviour?
1, Stronger deterrents: Such as huge increases in fines. The size of the fine should be large enough to cause serious damage to a business. Not small enough to be seen as a general ‘cost’.
2, Increased power for the ICO: Serial offenders should have serious consequences such as compulsory shut down, or criminal charges against the owners.
3, A revised TPS system: Around 60% of numbers are registered on the TPS. This means there are not enough numbers for businesses to market to. Consumers should be able to opt in/out of specific products, rather than a blanket opt-out policy
Unfortunately we are in a self perpetuating loop. The reputation of outbound marketing is continually damaged by abusers of the TPS, prompting more subscribers. As subscribers to TPS increase, marketable numbers decrease, encouraging those businesses with a less than moral attitude to ignore TPS suppressions. And so the loop continues.
Consumers need the choice of subscribing to offers they could be interested in and opting out of those that don’t. Businesses need to be able to market their products and services.
Hopefully the future will bring revisions and improvements to the system. In the meantime Databroker will continue to work towards a data utopia.
So to those abusers of the system...do not bother darkening the Databroker doorstep as you will not find us welcoming.
Let us know your thoughts on the TPS suppression service, how you think it could be improved and what direct marketers need to do to combat consumer distrust.
br
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So it always comes as a bit of a shock to learn about blatant TPS abuse.
TPS abuse is disappointing, TPS indifference is infuriating and unfortunately it is all too prevalent.
Databroker’s ethos is that of taking the supply of business data and consumer data forward. We like to see ourselves as an independent voice, striving to clean up the data and direct marketing industry. So how sad it was for us to be approached by 3 different companies, an SEO consultant, a PI company and a DM supplier, who all completely disregard the TPS.
They don’t care who they call. They don’t care about the legalities surrounding contacting TPS registered numbers. They don’t care about the fine.
In fact, these miscreants are that flagrant in their continued violation of TPS rules, they are all on first name terms with the ICO and the TPS.
It seems that the profits they earn calling TPS numbers ensures that they are happy to right off the TPS fine as a fixed cost.
Unbelievable, unacceptable and intolerable.
So what needs to be done to combat such deplorable behaviour?
1, Stronger deterrents: Such as huge increases in fines. The size of the fine should be large enough to cause serious damage to a business. Not small enough to be seen as a general ‘cost’.
2, Increased power for the ICO: Serial offenders should have serious consequences such as compulsory shut down, or criminal charges against the owners.
3, A revised TPS system: Around 60% of numbers are registered on the TPS. This means there are not enough numbers for businesses to market to. Consumers should be able to opt in/out of specific products, rather than a blanket opt-out policy
Unfortunately we are in a self perpetuating loop. The reputation of outbound marketing is continually damaged by abusers of the TPS, prompting more subscribers. As subscribers to TPS increase, marketable numbers decrease, encouraging those businesses with a less than moral attitude to ignore TPS suppressions. And so the loop continues.
Consumers need the choice of subscribing to offers they could be interested in and opting out of those that don’t. Businesses need to be able to market their products and services.
Hopefully the future will bring revisions and improvements to the system. In the meantime Databroker will continue to work towards a data utopia.
So to those abusers of the system...do not bother darkening the Databroker doorstep as you will not find us welcoming.
Let us know your thoughts on the TPS suppression service, how you think it could be improved and what direct marketers need to do to combat consumer distrust.
br
<<<Back
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