- BabyMPS provides a list of parents who have suffered the recent loss of a child and would prefer not to receive baby related marketing communications
- Screening against the file is not a legal requirement but companies involved in the marketing of baby products should acknowledge and respect the preferences of recently bereaved parents
- Failing to screen against the Baby MPS file not only puts future customer relationships at risk, but wastes effort, resource and budget on communicating unwanted messages
Established in May 2002, the Baby Mailing Preference Service (Baby MPS) enables parents who have suffered a miscarriage or the loss of a baby in the first weeks of life to register their wish not to receive baby related mailings.
Managed by the DMA (UK), the Baby MPS file is updated monthly and holds records for a maximum of one year, providing companies with the necessary information to ensure that well-meaning mailing campaigns do not cause unintended distress.
Screening against the Baby MPS file is not a legal requirement, but it is a strong element within the self-regulatory framework of the DMA and demonstrates respect for the privacy of bereaved parents.
Companies that fail to use the Baby MPS file for baby / child / family related mailings are not only putting future relationships and trade at risk; they are wasting budget and resources, damaging the reputation of the brand with poorly timed campaigns.
