DMA To Let Consumers Opt Out Online

  • January 9, 2008
The Direct Marketing Association (DMA) plans to enhance DMAChoice with the latest evolution of DMA's Mail Preference Service (MPS), and remove the $1 verification fee online, to help consumers decide what catalogs they receive in their mailboxes. The $1 charge had been an integral part of the MPS validation process.

For the first time, DMA will allow consumers to opt out of mailing lists by individual brands for free online through DMAChoice, accessible at In addition, consumers will be able to select the catalogs they do wish to receive. DMAChoice has been enhanced to provide consumers greater choice and will assure the catalog community with the most reliability, security, authenticity, and control.

--Nina M. Lentini



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