Britain's Direct Marketing Association is behind a new initiative to tighten up the complaints procedure for Europe's retail industry.

The DMA is seeking European funding for an online retail complaints form, which it hopes will boost consumer confidence in the sector. It argues that the scheme will benefit both customers and businesses as the increasing complexity of retail makes grievances harder to track.

Known as the CCform Project, the initiative is supported by more than 60 bodies representing businesses, consumers and software makers. Its implementation was recently discussed by industry bigwigs such as Alastair Tempest, director general of FEDMA (Federation of European Direct Marketing), and Nick Winter, director of consumer services at UK mail watchdog Postwatch.

Under the scheme, consumers will be able to make a complaint in any European language and track what happens to it via the internet.

"This 24-hour system can be used as a standalone service or integrated into the company's own customer care application," commented Robert Dirskovski, the DMA's head of interactive media. "It offers consumers a clear way of making complaints and will be of immense benefit to the sector."

Data sourced from:; additional content by WARC staff