Acxiom rejects bulk opt-out requests


In 2003, the for-profit privacy company Private Citizen, which helps paying consumers unsubscribe from telemarketers' lists and direct mailing offers, found that Acxiom had begun rejecting the batches of opt-out notices the service sent on behalf of its subscribers. Acxiom insisted that each person was required to contact the company individually, apparently on the basis that each should hear the company's pitch for staying in its database. Aciom's membership of the Direct Marketing Association, which operates centralised opt-out lists for phone calls, email, and postal mailings, required the company to stop selling the details of individuals that have opted out.

tags: Acxiom, opt-out, credit scoring, marketing, Direct Marketing Association

Writer: Ryan Singel

Publication: Wired

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