Of compliance and forms

The Direct Marketing Association UK announced today it decided to terminate the membership of one of its members for failing to adhere to the group’s Code of Practice.

Wye Marketing, a telemarketing company, failed to complete its Annual Member Compliance form at the end of 2007 as is required by the U.K. DMA’s Code of Practice, according to several published news reports out of the UK. The agency will be given until Jan. 12 to appeal the decision.

James Kelly, managing director of the DMA, was quoted as saying, “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.”

It is not surprising the association would take such a step, as any good direct marketer wants to be able to assure the public it is adhering to proper ethical practices. But is it too harsh to kick out the agency for not completing a form, or is that the proper response?