List Warranty Register
Background
A large number of New Zealand marketers at some stage will source external data for their campaigns. This need is serviced by the ‘list’ industry – those companies that compile, rent and sell lists for marketing purposes.
Some available lists are quality lists. Others, whilst operating within the bounds of the law, are not ideal. And then there are those that are outright illegal.
Non compliance is of concern as it affects the perception of the marketing industry and those within it from a consumer and government perspective. This makes it difficult for marketers to be confident using list data for marketing purposes, which potentially restricts their activities.
The List Warranty Register (LWR) is a proactive initiative established by the Data Advisory Network, a special interest group of the Marketing Association. It is another example of how the marketing industry is able to responsibly self-regulate in the best interests of both consumers and business.
What is the List Warranty Register?
The List Warranty Register, administered by the New Zealand Marketing Association, is a transparent assurance by List Owners that they are compiling, using and/or maintaining lists in a fashion that is compliant with the Privacy Act 1993, particularly name suppression, and the Marketing Association's Codes of Practice and Best Practice Guidelines.
How does the List Warranty Register work?
List Owner companies complete a warranty contract. By signing the warranty, the company agrees to comply with the warranty conditions. Providing the Marketing Association is satisfied that the company fulfils the required warranty conditions, the List Owner will be accepted as a LWR registrant. Once accepted, the List Owner can communicate their status to their prospective List Users. Verification that a database is LWR approved can be checked on the Marketing Association website (below).
What does this mean for the marketing community?
- Assurance that quality data is being used for marketing activities
- Best practice standards for marketing data are being maintained
- The long-term future of marketing activity is being protected against increased government regulations
As a marketer, what do I need to do?
- Look for the LWR logo on the List Owner’s website, list rental quotations and marketing collateral
- Check the List Owner is a current LWR registrant when sourcing external data. To verify, see the lists below
- If you require a one-off use of the Name Suppression Services (Do Not Mail list, Do Not Call list and the Deaths Register) a list of NZMA approved providers is available here
- Pass this information on to your marketing team to ensure that as many marketers as possible are sourcing the best quality data available
The inaugural List Warranty Register participants are:
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