The local performance (or direct) marketing industry needs to take a long, hard look at itself and face up to some unethical practices that have reared their ugly heads. The industry already needs to work hard to build consumer trust, but a number of companies are conducting themselves unscrupulously and in the process dragging ethical businesses down alongside them. Practices unprincipled companies are carrying out include marketing to people who have put their names on the Do Not Contact list; marketing to people that companies don’t have the legal right to market to; marketing before 8am and after 7pm, or on public holidays; marketing products that are clearly not in the consumer’s best interests and not removing a contact from a marketing list after they’ve opted out. Responsibility on both sides Performance marketing does hold benefits for consumers, and there are agencies that take their responsibility – to both the industry and consumer – to heart. These companies understand ...

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