SENSING RICH PICKINGS in the burgeoning direct marketing sector, the Audit Bureau of Circulations has announced the launch of a list and database audit scheme. Claiming list-buyers now require the same level of independently-audited data as do TV, radio and print media, the ABC has developed the scheme in consultation with ISBA and the DMA. It will validate a variety of criteria including the extent to which a lead is qualified, how often a list has been cleaned and whether it has been checked for duplication. According to the DMA, the move does not result from an increasing level of complaints from disgruntled clients but instead reflects an increase in the numbers of lists and databases in use by marketers. Commented John Hooper, director general of ISBA: ‘We’re delighted the ABC can now offer this service. Advertisers have been requesting it for a number of years.’