You are heading towards an important meeting and suddenly you get a call from a company trying to sell you things you absolutely don't require – sounds familiar? These days a lot of companies are conducting marketing and sales campaigns over the phone. Which leaves one wondering, how do these companies get your number? It's through several lead generation companies who sell them your data. And where do the lead generation companies get your data from? Well, the chances are that you gave it to them. Remember the last research call you attended? It might be a mock research call set up to get your data.

Unbelievable? There's more such unethical practices that the lead generation companies carry out in order to get more leads and revenue. Although these lead generation companies often follow a code of ethical practices formed by Direct Marketing Association (DMA), it is often found that even the biggest of lead generation companies voyage into the foray of unethical practices every now and then.

Take the example of Phruit Limited, a lead generation company which used to be the most prominent lead generation companies in the United Kingdom. In an investigation by DMC (Direct Marketing Commission), triggered with a single complaint, it was found that the company breached the following DMA codes:-

1. 21.18 and 21.20 on TPS compliance and data cleansing

2. 3.11 under which Phruit has a responsibility for compliance by suppliers

3. 3.18 on "sugging" or carrying out sales and marketing under the guise of research

As a result of this investigation Direct Marketing Association suspended Phruit Limited from its membership for one year. DMC too suggested the same.

What can you do to stop them? Just remember, only you have the capacity to change the entire scenario. However, in order to do that you will need to take some necessary actions. Want to know all about them? Read on:-

1. Gather knowledge- if you have signed up for TPS to opt out of marketing calls already; but are still getting calls, do a thorough research about the number calling you.

2. Make your intentions clear- while receiving the call, tell the telemarketer that you do not wish to share the contact information or any other personal information to any third party.

3. Say no to "sugging" – if you see that a caller is luring you in to buying something in a research call, end the call immediately.

4. Report against them - you know the phone number, right? Do some research and find out the company that is making your life tougher. And now it is time to make their lives miserable. Report against such unethical practice to the authorities like DMA or Data Watchdog or mail them directly. If you are getting calls from Phruit, here is their contact details –

Phruit Limited

The Barn

Huddlestone's Wharf



Ng24 4ul

Phone: - 0844 41 42 741]

08455 199131

Write to Phil Lightfoot, the director of the company.

5. Tell everyone– use social media to spread awareness about such incident and divulge the number on social networking sites. Go to different online forums and meet people who too have been a victim of such practice and raise your voice against these practices.

By following these simple steps you can stop or at least try to prevent such unethical practices from taking place.

Shaun Aster loves to voice his opinions against any unethical practices taking places around him. He is keenly interested in consumers' right and tries to aware people about the unethical practices by reputed companies such as Phruit Limited.

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