DUBAI, 30 June 2006 — The UAE’s direct marketing industry should be generating incremental sales of about $13 billion annually, with over six percent average yearly growth, according to Charles Prescott, VP, International Business Development and Government Affairs, Direct Marketing Association (DMA).

“The US market is currently worth $1.85 trillion which is over 10 percent of GDP. Other markets notably in Europe and Japan have similar ratios, so there is no reason why the UAE and indeed the wider Middle East should not follow suit,” Prescott said while delivering his keynote address at the “Direct Marketing” conference held recently at the Dusit Hotel in Dubai.

These mammoth sales figures are also produced against a backdrop of strict legislation, which protects the consumer. For example, in the United States it is illegal to send marketing messages via SMS to mobile phones, and in most European countries marketing organizations need to “opt-in” clauses or permission from the recipient before sending messages by e-mail. “Throughout the Middle East there is dearth of marketing legislation, which could be a double-edged sword.”