DMA revises telemarketing guidelines

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New York--The Direct Marketing Association Thursday announced its board of directors unanimously approved several changes to the trade group's telephone marketing guidelines.

The changes take into account the Federal Communications Commission's new fax restrictions regarding "established business relationships."

The restrictions are to go into effect in 2005, but the DMA would like its members to adopt the changes immediately.

"We're telling our members not to send unsolicited faxes to consumers who have inquired about products or services unless it's within three months of the inquiry, and not to send faxes to customers after 18 months of their last payment or transaction, the lifecycle of most products or services," said Patricia Faley, VP-ethics & consumer affairs at the DMA.

--Carol Krol

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