Reaching customers through direct selling
An Amway case study

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Page 10: Business awareness campaign

Amway is a member of the Direct Selling Association (DSA), the industry body representing forty direct selling companies. All member companies have to abide by its Code of Practice which is endorsed by the Office of Fair Trading.

In July 1992 Amway (UK) Ltd launched its Business Awareness Campaign to persuade the government to tighten up the current pyramid selling legislation.

The campaign had three aims:

  1. To upgrade the legislation and introduce further safeguards to protect both distributor and consumer.
  2. To ensure that the legislation clearly defines the differences between illegal pyramid selling and direct selling and to changethe name of the legislation, so that ethical companies no longer have the pernicious label 'legal pyramids'
  3. To educate the general public, as well as opinion forming bodies such as Trading Standards Departments and Citizens' Advice Bureaux, about the differences between reputable direct selling companies and unethical ones.

Amway | Reaching customers through direct selling