Want to be inundated with direct mail? Don’t just shop for it…. Argos it!

Clearly the word about consumer disquiet has not reached the heady ears of the Argos senior management, or indeed has it?
My wife, on phoning Argos (which she does quite a lot), to order a gift for her nephew noticed that the call handling procedure had changed. Within a few moments of the new enthusiastic automated script starting she was told that if she did NOT wish her details to be passed on to third parties, she should inform her account handler. Click, and she is through to a human who politely takes her order and her money. Then, as the call closes, my wife says: ‘Oh, and I DO NOT wish my details to be passed on to third parties. In fact, I don’t even want mailings from you.’
The reply?
‘Sorry madam, you needed to tell me that at the beginning of the call. I am afraid your details are already in the system now.’
Well, you can imagine that my wife was apoplectic at this downright dishonest data gathering. It is clear that Argos, apparently, is now using any way possible to gather customer information. Which, in my opinion, places them in breach of the Data Protection Act as any individual has the opportunity to opt out of any activity at any time. The DPA does not say that you need to do so before a call or communication starts!!
We all know that the market is tough out there and that gathering data for any purpose is harder than ever. However, I believe if Argos decides to pursue this ‘damn the consumer’ approach the only effect will be to further discredit the entire industry through ambiguous data gathering techniques.
You will understand that I don’t care if Argos wants to play fast and loose with its own brand, but I do if they do so with the reputation and future of brand DM.
Should my wife, who is on both MPS and TPS, receive just one piece of DM or telemarketing call from Argos then you can take it from me that the company had better watch out!