Certification to ensure seriousness in telemarketing
Last week, four consumer organizations called for better protection against abusive telemarketing. The agency association BSW Leading Swiss Agencies supports the consumer organizations’ call. What is the Swiss Direct Marketing Association’s (SDV) stance on the call for greater protection?
Last week, four consumer organizations called for better protection against abusive telemarketing. The agency association BSW Leading Swiss Agencies supports the consumer organizations' demand. How does the Swiss Direct Marketing Association (SDV) feel about the call for more protection? According to President Jakob Nef, the SDV is taking a different approach together with the industry association CallNet.ch: It wants to exert economic pressure with certification. "This will force telemarketers to behave correctly. Clients will want to work with certified providers," explains Nef. In future, certification could be withdrawn from black sheep, which is planned to be implemented from next year. The association is focusing on two areas: For the direct sales sector, the certification system should be in place by the end of 2007, and in the telecoms sector in the course of next year.
In addition, the SDV has also drawn up a code of honor together with CallNet.ch. The Board of Directors has already approved it and the paper is currently being submitted to members for consultation. Nef believes that the code can be more than just a paper tiger: "We have had good experiences with a code in the area of direct mailing". The aim is to raise awareness of certain rules. Part of the code is, for example, that customers have a right of withdrawal. According to Nef, however, it is also important that clients are prepared to abide by these rules. It is also important that employees in telemarketing companies are well trained and well paid.
Nef largely shares the demands of the consumer associations: He thinks it is right that addresses marked with an asterisk in the telephone directory are not approached and that telemarketers do not call with a suppressed number. On the other hand, he believes it is superfluous for telemarketing companies to have their own area code: "It is sufficient if the number is visible. Problems can arise for small companies if they suddenly have to identify themselves with a new area code".
However, Nef does not find it ideal that the legal path is now being taken for more protection against abusive telemarketing: "I am in favor of freedom and personal responsibility". In addition, the path through the legal mills is a very long one: "I think we can work more efficiently here as an association". If a consumer wanted to take legal action against telemarketing, it would involve a great deal of effort for them. Nef also does not want telemarketing to be restricted to customers who have given their explicit consent. Such solutions are practiced in other countries. "It is sufficient for consumers to have the so-called opt-out option, i.e. to indicate by means of an asterisk in the telephone directory that they do not wish to receive advertising calls".
Nef confirms that the economic pressure in telemarketing is considerable. Acceptance of this form of advertising is declining: "One in three households is marked with an asterisk in the telephone directory, one in six is not listed at all". This has changed considerably in recent years. Nevertheless, Nef believes that it is possible to operate profitably in this area in a reputable manner. However, he is also aware of black sheep clients.
The legislator's decision on the subject of telemarketing will be known soon. The National Council's Legal Affairs Committee, which is dealing with a corresponding initiative, will meet on September 13 and 14. It is expected to make a decision then.
In addition, the SDV has also drawn up a code of honor together with CallNet.ch. The Board of Directors has already approved it and the paper is currently being submitted to members for consultation. Nef believes that the code can be more than just a paper tiger: "We have had good experiences with a code in the area of direct mailing". The aim is to raise awareness of certain rules. Part of the code is, for example, that customers have a right of withdrawal. According to Nef, however, it is also important that clients are prepared to abide by these rules. It is also important that employees in telemarketing companies are well trained and well paid.
Nef largely shares the demands of the consumer associations: He thinks it is right that addresses marked with an asterisk in the telephone directory are not approached and that telemarketers do not call with a suppressed number. On the other hand, he believes it is superfluous for telemarketing companies to have their own area code: "It is sufficient if the number is visible. Problems can arise for small companies if they suddenly have to identify themselves with a new area code".
However, Nef does not find it ideal that the legal path is now being taken for more protection against abusive telemarketing: "I am in favor of freedom and personal responsibility". In addition, the path through the legal mills is a very long one: "I think we can work more efficiently here as an association". If a consumer wanted to take legal action against telemarketing, it would involve a great deal of effort for them. Nef also does not want telemarketing to be restricted to customers who have given their explicit consent. Such solutions are practiced in other countries. "It is sufficient for consumers to have the so-called opt-out option, i.e. to indicate by means of an asterisk in the telephone directory that they do not wish to receive advertising calls".
Nef confirms that the economic pressure in telemarketing is considerable. Acceptance of this form of advertising is declining: "One in three households is marked with an asterisk in the telephone directory, one in six is not listed at all". This has changed considerably in recent years. Nevertheless, Nef believes that it is possible to operate profitably in this area in a reputable manner. However, he is also aware of black sheep clients.
The legislator's decision on the subject of telemarketing will be known soon. The National Council's Legal Affairs Committee, which is dealing with a corresponding initiative, will meet on September 13 and 14. It is expected to make a decision then.
