OTTAWA — The new national Do Not Call registry takes effect Sept. 30, placing restrictions on telemarketing. That means marketers may have to look to other outlets for reaching target audiences, and that could be a business opportunity for graphic designers as companies turn to traditional direct mail and e-mail marketing as alternatives.

Beginning Sept. 30, Canadian consumers who have signed up for the registry can no longer receive telemarketing solicitations (there are exceptions for charities, political parties, companies already having a business relationship with the consumer, and, interestingly, newspaper subscription solicitations).

The design and print industry could benefit. One major print and database company, Montreal-based Transcontinental, is rolling out a campaign touting the advantages of direct mail and permission-based e-mail, all services that need to be designed.

“The new Do Not Call legislation in Canada will challenge marketers to find alternative solutions to reach their target audience and generate a higher ROI than previously had been generated by call centres,” said Guy Manuel, president, Transcontinental Printing, Marketing Products and Services Sector, in a release. Transcontinental has launched a campaign and new microsite to help marketers navigate the changing direct-marketing landscape.
 
Do Not Call legislation was introduced in the United States in 2003, resulting in a 35 per cent increase in the use of direct mail. Transcontinental anticipates the same outcome in Canada. Companies that violate the Do Not Call legislation face fines of up to $15,000 per violation. The legislation applies only to consumer lists, not business-to-business lists.