Kettering law firm leads the way on anti-spam and cold-calling charter

Russell Atkinson, CEO, National Accident Helpline

Russell Atkinson, CEO, National Accident Helpline

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A Kettering-based law firm is leading the way in the creation of an anti-email spam and cold calling charter.

National Accident Helpline (NAH) is one of eight firms backing the scheme, dubbed the Ethical Marketing Charter, which they say aims to “promote ethical and professional marketing practices in the personal injury sector”.

A spokesman for NAH said: “The signatories will formally and publicly pledge to three key principles and commit to stand firmly against, firstly, nuisance marketing, so they will never cold call or send spam texts or spam emails.

“Secondly, the unethical buying and selling of accident data and never misusing accident data to pressure people into making a claim.

“Finally, they will stand against misleading advertising; they never induce personal injury claims by making false or misleading promises in their advertising, and are clear and up front about any exclusions to the no win, no fee arrangements which fund the majority of claims.”

NAH says the Ethical Marketing Charter was developed in response to the growth in cold calling, trading of personal information and misleading advertising by rogue players in the personal injury sector.

Nuisance marketing has come under particular scrutiny in recent months, with the regulator Ofcom finding that 86 per cent of people receive at least one call every four weeks and a number of media reports exposing the harmful effect that cold calls can have upon the most vulnerable in society.

Russell Atkinson, chief executive of NAH, said: “As a leading firm in the personal injury sector, NAH believes that it is time for the industry to take a proactive approach to stamping out bad practice and to provide greater protection for consumers.

“We all recognise that marketing in a responsible, ethical way is best practice and this Charter will help to ensure that it’s the only viable way for those working in the personal injury sector to approach consumers.”

Consumers will be able to report any breaches or the charter’s principles to National Accident Helpline, which will resolve them and, if appropriate, report them to the relevant regulator.

Commenting on the launch of the Charter, Kettering MP Philip Hollobone said: “NAH is to be warmly congratulated for developing the Ethical Marketing Charter.

“Signatories will be publicly committing themselves to never cold call or send spam texts or spam emails, never misusing accident data to pressure people into making a claim and never inducing personal injury claims by making misleading promises in their advertising.

“Consumers across the country will benefit from the clear lead on this issue being taken by such a well-known and respected national company based in Kettering.

“NAH has thrown down the gauntlet to achieve high ethical standards – let’s see which other firms are up to the challenge.”