The Direct Marketing Association UK (DMA UK) has announced that it has decided to terminate the membership of Hereford based telemarketing agency Wye Marketing.

The decision was taken as a result of the agency failing to completes is Annual Member Compliance form at the end of 2007 as is required by the DMA’s Code of Practice.

The DMA explained that it contacted Wye Marketing on ‘numerous occasions’ but that it failed to respond and the matter was then referred to the DM Commission as a potential breach of the Code of Practice.

Having contacted the agency on two further occasions over the matter, with no response the board has chosen to revoke Wye’s membership.

The agency will be given until 12 January to appeal the decision.

James Kelly, managing director of the DMA, said: “Our Code of Practice is the cornerstone in our efforts to build and maintain political, commercial and consumer faith in direct marketing. It is therefore vital, through completing the annual compliance form, that our members demonstrate that they are abiding by the Code.

“Unfortunately, by not completing the annual compliance form, Wye Marketing failed to demonstrate that their direct marketing activities met the very highest standards as specified by the Code. We take non-compliance very seriously, yet it is with regret that we have had to revoke the membership of Wye Marketing.”

Matti Alderson, chairman of the Direct Marketing Commission, said:  “The decision to expel Wye Marketing from the DMA sends out a clear message to DMA members, and to the entire direct marketing industry, that compliance with the DMA Code is a prerequisite of responsible business practice.

“The Commission's role is to ensure that consumers are safeguarded when they use direct marketing, and that the vast majority of companies that follow the rules aren't trading at a disadvantage to those few that don't. This balance has been established over many years and is in everybody's interests.”