SDV with new name and revised code of ethics
An seiner ausserordentlichen Generalversammlung anfangs Dezember hat sich der Schweizer Direktmarketing Verband SDV einen neuen Namen gegeben und gleichzeitig der Revision des Ehrenkodexes zugestimmt.
Far beyond the Swiss communications industry, the abbreviation "SDV" is now clearly recognized and assigned, the association said in a statement on Friday. Over the years, the abbreviation has become a brand in its own right. Therefore, it will now have a more dominant position in the official spelling of the association's name. As slightly outdated and increasing no longer the effective activity of the enterprises united in the SDV, the term "direct marketing" is considered. It has long since evolved into "dialog marketing," a communication channel that enables active dialog with the customer like no other. While direct marketing only stands for communication in one direction, dialog allows effective contact between supplier and target group at eye level.
The second important proposal of the SDV Board to the Extraordinary General Meeting concerned the adoption of the revised version of the Code of Ethics. The extensive new Code of Ethics is divided into seven sections. The first area contains those guidelines to which all SDV members must adhere. The remaining six areas contain the guidelines for the various areas of activity in dialog marketing. These apply in each case to those members who are active in the corresponding area. For example, Data Base service providers are now subject to stricter data protection and data security guidelines when dealing with the client's data, particularly with regard to its destruction after completion of the order. In the area of unaddressed mailings, the new Code of Ethics creates more clarity and defines what counts as unaddressed mailings on the one hand and so-called free newspapers on the other. The revised Code also precisely delimits what can be attributed to so-called official mailings and how postal delivery is to be carried out in the case of stop stickers. Furthermore, the code on telemarketing in the private sector (B2C), which was drawn up in cooperation with Callnet.ch, has been fully integrated. And with regard to e-mail, SMS and fax, the new Code of Ethics is based on the already very tight legal framework and the stricter UWG, which will come into force in spring 2012.
