What is Baby MPS?
Code of practice
The Baby MPS is a non-profit service managed by the Governance Division of the Data & Marketing Association. Its use is a requirement of the Data & Marketing Association's Code of Practice, as well as the British Codes of Advertising and Sales Promotion, which are administered by the Advertising Standards Authority.
What does the law say?
While it isn't illegal to send advertising mail to people on the MPS & BMPS Register, the Consumer Protection from Unfair Trading Regulations 2008 says an organisation shouldn't repeatedly contact someone if they've asked not to be contacted.
The Mailing Preference Service could become a legal standard, in which case all organisations will be required by law to screen their lists against the MPS & BMPS Registers. Having a licence shows that your business is acting responsibly and respects the wishes of customers.
What are the business benefits of having an MPS licence?
- It saves your business money: you'll pay less for screening your lists against other commercial suppression files, which usually charge a royalty fee for each match
- It shows that you're a responsible marketer who respects a consumer's right to choose who they receive communications from
- It reduces waste: you save on production costs by only sending mail to people who want to receive it
How does having an MPS licence help future-proof the advertising mail industry?
By using your MPS licence to screen your mailing lists against the MPS Register you're helping to safeguard our industry from government intervention. It shows legislators and regulators that we are responsible marketers and that the industry is capable of regulating itself.
What's more, only sending advertising mail to people - who want to receive it improves response rates of campaigns and builds consumer goodwill towards advertising mail.
