Frequently asked questions

About Baby MPS

What is Baby MPS?

Baby MPS (the Baby Mailing Preference Service) is a free service launched in 2002 that enables parents who have suffered a miscarriage or the bereavement of a baby to register their wish not to receive baby related mailings. It is managed by the Data & Marketing Association (DMA).

How does Baby MPS work?

Companies that send baby related mailings check their mailing lists against the Baby MPS register. By checking the information Baby MPS makes available to them, companies are advised how your circumstances have changed as well as your preference not to receive further mailings about baby products and services, and they remove your name from their lists.

How much does it cost to register?

Nothing. Baby MPS is completely free for consumers. Baby MPS will never contact you asking for payment or for further personal information to complete your registration.

Is use of Baby MPS a legal requirement for companies?

Screening against Baby MPS is required of all DMA members by the DMA Code and is recognised as best practice under the UK Advertising Codes. Companies who are not members of the DMA and Baby MPS may not be aware of your circumstances and may have to be notified directly by you.

Registration and Changes

How do I register?

Online

The fastest way to register is online. Click on 'Register' at the top right of this screen, or register here.

By phone → 020 7291 3310

Speak to one of our advisors by calling 020 7291 3310 and providing the name(s) and address you'd like to register, and they will complete your registration.

By post → Write to Baby MPS

Baby Mailing Preference Service

Rapier House

40 Lambs Conduit Street

London

WC1N 3LJ

Please provide the full name(s) and the address you want to register.

How quickly does my registration take effect?

Your details are added to the Baby MPS register the day they are received and the register is updated Monday to Friday. However, it can take 2-3 months for the service to have full effect, because a mailing campaign can take several months to prepare.

Once I have registered, will I ever need to renew my registration?

No, there is no requirement for you to renew once registered. Your details remain on the Baby MPS register indefinitely unless you ask us to remove them.

What happens if my address details change?

If you move home and do not wish to receive baby related mailings at your new address, please register your name and new address with Baby MPS. It is not necessary to remove your existing registration, as it continues to prevent mailings to your previous address.

How do I remove my details from Baby MPS?

If you no longer wish to be registered, please email your request to bmps@dma.org.uk, including the name(s) and address that were registered, and we will remove your details as soon as possible.

Can I register on behalf of someone else?

Yes, with their consent. Baby MPS registrations are made for named individuals at an address, so please make sure you have the agreement of anyone you register.

Baby MPS and your data

Who can see the information I register?

The Baby MPS register is made available only to licensed organisations for the purpose of suppression, so that they know whom not to mail. We are not a mailing house and we do not send out mailings or share your details for marketing purposes.

Do I have to explain my circumstances when I register?

No. You only need to provide the name(s) and address you wish to register. Companies are simply advised that your circumstances have changed and that you do not wish to receive baby related mailings.

What Baby MPS does and does not reduce

Does registering with Baby MPS stop all baby related mailings?

Baby MPS will significantly reduce baby related mailings from companies that screen against the register. Companies who are not members of the DMA and Baby MPS may not be aware of your circumstances and may have to be notified directly by you. You may also continue to receive mailings from companies you have an existing relationship with; if so, please contact them directly.

Does Baby MPS reduce other kinds of unsolicited mail?

No. Baby MPS only covers baby related mailings. To reduce other unsolicited, personally addressed direct mail, please register with the Mailing Preference Service (MPS). Neither service can stop unaddressed mail or mail addressed to 'The Occupier'.

Complaints

I am registered with Baby MPS but I still receive baby related mailings.

Should baby related mailings continue to be received at the registered address after your registration has had time to take effect, you may like to make use of our free complaints service.

Please keep a copy of the full mailing, including the envelope, and see the complaints page for how to send it to us.

I submitted a complaint and want to know what action has been taken.

All complaints received will be acknowledged and processed by our complaints team. We will write to the company involved, asking for an explanation of why they have sent baby related mailings to a Baby MPS registered address and ask that they remove the address from their mailing lists.

If we do not receive a response from an organisation we are investigating, or if we receive an unsatisfactory response, we can pass the complaint to the Advertising Standards Authority (ASA), which can issue sanctions against such companies. The ASA's details can be found on the Consumer Support page.

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