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Welcome to the Direct Marketing Association of Southern Africa NPC (DMASA), a Not For Profit company dedicated to the protection and development of the Interactive and Direct Marketing (IDM) industry.

The DMASA is a proactive leader in this vital, flourishing industry that contributes substantially to South Africa’s economy.

We adhere to a strong Code of Practice which is fully compliant with all existing laws pertaining to the industry and its practitioners. We also ensure the protection of consumers through our Hotline, where complaints against DMASA members are resolved timeously. Further protection is offered through the Do Not Contact facility held by the Association.

The acclaimed Assegai Awards recognise brilliance within the industry, with the many entries continuing to showcase the high standard of campaigns delivered by talented agencies.

Benchmark surveys are held to provide much-needed research data on Interactive & Direct Marketing (IDM) in South Africa, a first within the industry.

Networking opportunities are promoted at informative workshops and events, while quarterly newsletters and weekly Newsflashes keep our members up to date with industry developments.

Media partnerships give a voice to the DMASA and its members. Thought leadership articles and press releases are published; events and workshops receive publicity; and the DMASA is therefore an acknowledged leader within the IDM industry.

Work groups comprised of experts from each aspect of the IDM industry meet regularly to discuss developments within their specific discipline. This ensures an educated overseeing of the principles and practices of IDM in general and of the DMASA in particular.


  • representing the interests of members on key issues;
  • taking a leadership role in identifying, planning for and reacting to issues affecting direct marketing in South Africa;
  • influencing and shaping policy initiatives which impact interactive and direct marketing, through the education of government, media, special interest groups and the public;
  • establishing and promoting ethical standards of practice for direct marketing and taking an active role in ensuring compliance;
  • promoting integrity and high standards of business conduct among our members in the interests of consumers and each other;
  • being a major source of knowledge, direct marketing intelligence and professional development; and
  • providing opportunities for members to meet, network, exchange information and do business together.


The Direct Marketing Association of South Africa (DMASA) is the pre-eminent direct marketing association in Southern Africa.

Focusing on all interactive and direct marketing disciplines (IDM), channels and technologies.

The Association strives to be the thought leader in the IDM arena, and serves to:

  • advocate, manage and become the authority on key public policy issues affecting direct marketers;
  • provide support to all direct marketers, by championing the way towards principled digital marketing;
  • professionalise the industry through self-governance;
  • be the catalyst for networking and business opportunities within the direct marketing community. 


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