DMA: Data and Marketing Association
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DMAChoice Consumer Fact Sheet


DMAchoice ™ is a service operated by the Direct Marketing Association (DMA). Established in 1917, DMA is the oldest and largest global trade association serving the direct marketing community. Members of DMA, including nonprofit organizations, market goods and services directly to consumers using such media as direct mail and catalogs, telephone, magazine and newspaper ads, broadcast advertising, and the Internet.


Many people enjoy receiving information about subjects that interest them or products and services they may need or want. Some consumers, however, would like to receive less marketing contacts at home. The purpose of DMAchoice is to support consumer preferences across all marketing channels. DMAchoice is an expansion of DMA’s Mail Preference Service, which has been in existence since 1971. Members of DMA, both commercial and nonprofit organizations, are required to use our service, and other companies and nonprofits are encouraged to use it.


Online registration:

Consumers can register at DMA’s consumer website: DMAchoice.org. There is no fee for online registration, and registering online is the fastest way to see results. Online, DMAchoice offers consumers a simple, step-by-step process that enables them to decide what mail they do and do not want. It is designed to more efficiently reduce the amount of mail that consumers do not want – or want less of – and increase the amount of mail that they do want by offering separate categories for consumers to consider, such as catalogs and magazines, instead of grouping them all into one category.

DMAchoice also directly links the consumer to a company so that the consumer’s preferences can be managed; that way, the consumer and company can have a good business relationship by communicating effectively with one another.

In addition, DMAchoice online offers registration for DMA’s:

  • eMail Preference Service (for less unsolicited commercial email);
  • Telephone Preference Service (for less national commercial calls for consumers who live in Pennsylvania and Wyoming – consumers in other states are referred to the National Do Not Call Registry);
  • Deceased Do Not Contact list (for name removal of deceased individuals’ names); and
  • Do Not Contact list for Caregivers (for caregivers to register name removal on behalf of those individuals for whom they care)

Mail-in registration:

If you do not wish to complete your registration online, you can register for DMAchoice by using the mail-in form that is online: fill out the form at DMAchoice.org with all required information, print it and mail with a $1 processing fee (check or money order payable to DMA) to the address below.

If you do not have access to the Internet, you can register by sending your name and address (with signature), along with a $1 processing fee (check or money order payable to DMA) to:

Direct Marketing Association
P.O. Box 643, Carmel, NY 10512


Processing by mail takes longer than online registration. Categorical and specific company or organization opt-out requests, and other preference services, are not offered through mailed-in requests.

Consumers are asked to register their names with DMAchoice directly via mail or the DMAchoice.org site; telephone & bulk requests are not processed.


When you register with DMAchoice, your preferences are provided to companies and organizations that subscribe to our service. All DMA members that market to consumers are required to run their lists of prospective customers every month against DMAchoice and to remove these individuals from their prospective mailing campaigns.



No. Registrants will continue to receive mail from organizations with which they do business and from organizations that do not use DMAchoice to clean their mailing lists. In addition, registrants may continue to receive mail from local businesses, professional and alumni associations, and political candidates and office holders.

Mail of a business-to-business nature received at your business address will also not be affected by registration with MPS. Business names and addresses are not placed on the file, and companies that send mail of a business-to-business nature do not use the DMAchoice file.

In any of the above instances, write directly to the organization to request removal from that organization’s mailing list.

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