CDMA REVISES CODE
By Adnews Staff
The Canadian Direct Marketing Association has revamped its code of ethics for the first time in 20 years. The new code is much clearer and less ambiguous than the old one, communications director Scott McClellan told Adnews last week. It also has a new format. There is a front section which deals with general association principles, and a second section that lays out standards specific to each of the media used in direct marketing. This makes it easier to put in additions when the industry adopts new technologies. The code bans anything derogatory, vulgar or indecent, including material that portrays or describe explicit sexual conduct, mutilation or torture. Goods sold through TV must be delivered within 30 days and the customer has the right to refuse substitutions. If there is going to be a delay in delivery the customer must be notified within 30 days.