The Direct Marketing Association of South Africa (DMASA) has made tremendous progress in mobilising the industry after the dissolution of the MFSA. Initially falling under the MFSA structure, the DMASA established itself as an independent body in November 2005 representing not only interactive and direct marketers, but with a focus on the consumer too. With the MFSA no longer in existence, it was evident that interactive and direct marketers required a body to both regulate and protect the industry. By re-establishing the Direct Marketing Association of South Africa, we aimed to protect both the industry and consumers from unethical or ignorant practitioners, and lobby against adverse legislation from government and other regulatory bodies. Key to the DMASA's activities going forward, will be the promotion and expansion of interactive and direct marketing within the country.