THE GOVERNMENT has sought the help of the DMA in a bid to develop a comprehensive Change of Ad-dress File as a joint public-private sector project. The plan is to set-up a special internet site via which con-sumers can advise change of address details, enabling the data to be distributed to all relevant government departments and agencies.

'This initiative seems to be wider than any existing system', says DMA director of legal and legislative affairs Colin Fricker. "We are talking to the Cabinet office about how we can get involved to the benefit of the industry."However, the DMA acknowledges that there will be data protection concerns if the information is passed to third parties for commercial use. It believes, though, that many members of the public would be willing to give their consent.