CCC NOTIFICATION EXTENSION ANNOUNCEMENT
Launched last October at our Annual Meeting in Chicago, the DMA’s Commitment to
Consumer Choice (CCC) is the key component of the marketing community’s self
regulatory efforts against Do Not Mail proponents.
The CCC includes several requirements for our members, including the need for each
DMA member who utilizes the mail medium to download their Mail Preference Service
(MPS) files each month. At the core of the CCC is the notification provision, which
requires each mail solicitation to provide the recipient with the opportunity to modify
their future mailings from that sender.
Over the last few months, however, we have heard from a substantial number of our
members on this issue. Members support the CCC and want to provide consumers with
the notice of choice, but they need additional time to implement the notification provision
and do so in a practical and effective way.
We understand that a substantial amount of planning and testing is necessary for our
members to incorporate the notice within their strategic marketing operations and
practices. To that end, DMA’s Board of Directors established a transition period so that
enforcement of the CCC notification provision will begin in October 2009.
Please note that incorporating all CCC notices into your mailing practices immediately is
a DMA membership requirement. If you need further information on the CCC, we have
a web site –www.dmaccc.org- that is devoted to that topic. If you haven’t already, please
view the CCC video and take the CCC test, which is located on that site. Passing the
CCC test is a requirement of membership in the DMA for those that mail solicitations to
Thank you for your participation in the CCC. Earning and maintaining consumer trust is
a business imperative in today’s multi-channel marketplace and the CCC is a cornerstone
of DMA’s efforts to ensure consumer trust in direct marketing through self regulation.
Senior Vice President, Corporate Responsibility
Direct Marketing Association