Quick Tip:
“Do It Right” – the DMA Way

Have you ever wondered when you can legitimately say “free” in a direct-marketing offer? Or what your guarantee should include? Or when you can use a contest in your promotion?

Go to www.the-dma.org/guidelines in your Web browser (Firefox, Internet Explorer, Netscape, or Safari) to be taken to a page on the Direct Marketing Association website. There you’ll find a link for “Ethical Business Practices,” a free report on ethics in direct marketing.

This 23-page PDF report – written in clear, specific language – will help you write copy that meets the highest ethical standards.

[Ed. Note: If you don’t have Adobe’s free Acrobat Reader, go to www.adobe.com/products/acrobat/readstep2.html to download the correct version for your computer.]

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Published: February 13, 2006

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