DMA withdraws Business List Audit Scheme
Feedback indicated that market competitive pressure was driving investment in list quality and that the process-based BLA no longer met the industry’s requirement. Furthermore, limited support by the list industry has prevented the scheme being used as a discriminator as originally envisaged by the industry.
The Business List Audit was established in response to the needs of both advertisers and practitioners for a high assurance standard in data transparency and hygiene with the aim of addressing key industry concerns such as the varying standards of data collection, data hygiene and data processes.
Mike Lordan, director of consumer services, compliance and accreditation, DMA, comments: “Promoting and maintaining high standards is fundamental in every area of our industry. However, it is vital that audits, standards and accreditation schemes reflect the changing market place. We took the decision to close the BLA as it was felt that the scheme no longer met the industry’s requirements. We will continue to closely monitor and consult with the industry and investigate the need and level of support for a quality based audit.
For press enquiries, please contact: Rachel Aldighieri DMA PR Manager Tel : 020 7291 3315 / 07801 573324 Email : rachel@dma.org.uk
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