In recent years, the UK’s telemarketing industry has been asking whether it has a future. Industry telemarketing practice has been variable and many issues have arisen - silent calls, outbound calls being seen as intrusive and irrelevant by consumers - prompting consumer rejection and tougher legislation. The DMA believes there is a future for outbound telemarketing, particularly to existing customers. The DMA’s Contact Centres and Telemarketing Council intends to lead the way in helping its members ensure that future campaigns are conducted not only in accordance with legislation but also with best practice guidelines.

This document outlines how client companies should work with outsourced contact centres to ensure telemarketing activity complies with best practice guidelines. It aims to help client companies refocus their calling activity and offers suggestions on how to ensure their chosen outsourced contact centre is adhering to best practice.

The requirements set out in this Client’s Guide go beyond the DMA’s Direct Marketing Code of Practice as they advise how to ensure the business is proactively working to develop and protect its relationship with its customers by encouraging transparency and honesty. This document is not, however, a statement of DMA policy.

It is important to note that these guidelines apply to clients and outsourced contact centres calling UK customers irrespective of whether the contact centre is based in the UK or abroad.

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