DMA to shutter Telephone Preference Service

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New York—The Direct Marketing Association announced Thursday that it will begin to phase out its Telephone Preference Service. The service, introduced in 1985, was created so that people could opt out of receiving telemarketing calls.

With the federal Do Not Call registry in place since June 2003, the TPS is "confusing and duplicative" and creates an unnecessary expense for association members, said Pat Kachura, DMA senior VP-ethics and consumer affairs.

As of Nov. 1, the DMA will no longer accept new registrations for the service. However, it will continue to scrub prospect lists against the TPS file until Dec. 31, 2011.

The DMA said the phase-out would not affect its other customer preference services, such as the Deceased Do Not Contact List, Mail Preference Service and E-mail Preference Service.

—Carol Krol

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