Bad news for DMA in D.C.

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It hasn't been a great week in Washington for the Direct Marketing Association. The Federal Trade Commission today announced a public service campaign aimed at deceitful direct mail and immediately drew an unusual condemnation from the DMA. The group said it had no issue with the FTC program's aim, but that the campaign, themed "How to catch the bandit in your mailbox,'' and a logo featuring a bandit hiding in a mailbox "denigrate the entire direct market medium.'' The FTC said the campaign has the support of several consumer groups and the Council of Better Business Bureaus. Separately, the drivers license information that has been one of the backbones of database marketing appears to be about to vanish from the public domain. In approving a transportation appropriations yesterday, the U.S. Senate required states wanting to get federal road money to ban the sale of the license information. The House approved similar restrictions last week. DMA officials today said the ban would make it more difficult and more expensive to get accurate information.

Copyright October 1999, Crain Communications Inc.

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