The Direct Marketing Association of South Africa (DMASA) says the DA’s latest SMS campaign over the weekend was unethical.

Consumers should be explicitly informed how to opt out of their database, and requesting an ID number when using their website to opt out was not standard practice, it said.

DMASA CEO David Dickens compared the DA’s marketing tactics to unscrupulous marketing companies which use loopholes in legislation to get the most out of their databases, without having to answer to the currently inactive Information Regulator’s office.

“The Protection of Personal Information Act has been enacted, but it has not been given a regulatory

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