with me is rachel aldigheri, managing director of the direct marketing association.is an issue for companies involved in direct marketing, an opportunity or a curse? it's an opportunity or a curse? it's an opportunity for businesses to put the customer front and centre of what they're doing with their data. it transforms the culture of a company. it's about transparency and accountability and putting customers backin accountability and putting customers back in control and building trust, so back in control and building trust, so that can only be a good thing for business. what's actually happening on the ground or on the internet? people like you and i have all been inundated with so many e—mails from companies we didn't even know or remember we used any more had access to our information or e—mails, is there a danger so many people like me arejust there a danger so many people like me are just ignoring them and not signing up, business will lose out? that can only be a good thing for business, companies don't want to speak to people who don't want to hear from spea