What is Direct Selling?
As the term implies, it simply means selling direct to the end-users. Direct selling is recognised as a dynamic marketing approach in the distribution of products and services directly to the consumers in their homes or work places. Direct Selling is distinctly different from other methods of marketing such as Direct Mailing, Telemarketing and Fixed-Location Retailing in that it is usually done through explanation or demonstration by a Direct Seller.
What is DSAS?
DSAS stands for Direct Selling Association of Singapore. It is a trade association and was founded by a small number of legitimate and reputable direct selling companies. DSAS was gazetted on 8th October 1976. It was formed specifically to represent the interest of legitimate direct selling companies operating in Singapore. It serves as a platform for member companies to meet regularly and to discuss matters of mutual interest as well as to interact with other similar organisations in other countries.
The Objects of DSAS Are:
a)

To foster, promote and protect the method of merchandise distribution and servicing in which its members engaged.

b)
 To promote a high standard of merchandising and servicing practices.
c)

To foster favourable public relations and present the views of its members to government bodies and consumer groups.
d)
 To cooperate with government bodies in respect of matters relating to the methods of production marketing and servicing employed by its members.
e)
 To cooperate with other organisations and groups having similar objectives.
f)
 To collect and disseminate information and data pertinent to the affairs of the members.
g)
 To promote among its members friendly business relations, mutual confidence, goodwill, and
h)
 To meet the collective needs of member companies. To do so always in the public interests.
Who Can Become Members Of DSAS?
Any person, firm or company having a direct selling business in Singapore and using Direct Sellers to market its products or services directly to end-users is eligible for Active Membership. A person firm or company engaged in supplying products to Active Members may apply for Associate Membership. Those who are eligible for membership may submit a written request to the Association through the Secretariat by faxing to No.6337 4225, the Chairman on Fax No.6333 3225 or write to PO Box. Newton 0127, Singapore 912205.
Who Manages DSAS?
The Association is managed by an Executive Committee, which is elected by the general membership annually at an Annual General Meeting. It comprises 3 officers namely the Chairman, the Secretary and the Treasurer together with at least 2 but not more than 7 other members. They are honorary members and are supported in a limited way by a part-time Secretariat.
Interaction With Other Organisations.
DSAS is an affiliate of the WORLD FEDERATION OF DIRECT SELLING ASSOCIATION (WFDSA) and is also an Institutional Member of the Consumers Association of Singapore (CASE). DSAS interacts regularly with other direct selling associations particularly those in the ASEAN and East Asia countries as well as with the US DSA. It has an excellent working relationship with CASE based on mutual trust and respect built up over the years. DSAS co-operates with CASE in helping to resolve consumer complaints not only with regard to DSAS members but also non-members.
How Does DSAS Membership Benefit You?

As a member of DSAS, a direct selling company has to abide by the Association's Code of Ethics and Conduct which amongst other provisions requires the company to give the consumer a 7-day cooling off period during which time a prospective customer may cancel the contract without penalty. In addition, a member also has to adhere to the 2 Codes of Conduct and Practice issued by the World Federation of Direct Selling Associations. One of the Codes protects the Consumers while the other Code protects the Direct Sellers from the company.

To ensure that the Codes of Conduct are implemented fairly, every country DSA has to appoint an independent Code Administrator. DSAS has appointed a lawyer as its Code Administrator. His primary role if a dispute arises is to interpret the provisions of the Codes and to mediate between the disputing parties in order to resolve their differences to a satisfactory conclusion. His decision is binding on the member company and non-compliance by the guilty member may result in its expulsion from membership.
What Has DSAS Achieved Since Its Founding?

In the early 70's and especially during the aftermath of the 'Holiday Magic' cosmetic debacle, when many Singaporeans lost their money including life savings to invest in cosmetics they could not re-sell, the Singapore authorities and CASE looked upon direct selling especially the multi-level marketing schemes with disapproval. Compounding the situation was the deluge of complaints to CASE and the media from dissatisfied consumers against high-pressure sales tactics used by salesmen especially those engaged in door-to-door sales of pots and pans, encyclopedia, vacuum cleaners and other products to achieve their sales targets. False promises were often made without due regard to the consequences. Sales people were moving from one company to another and so they were not there to solve the problems they created with the customers. CASE had the mass media on its side and was constantly advocating a ban on door-to-door sales. The timely formation of DSAS helped to avert such a drastic move. The authorities could see that the founding members were responsible and reputable Organisations. Its first task was to gain the confidence of CASE and on its inaugural dinner at the Hilton Hotel ballroom on 28 Feb 1977, DSAS Founder Chairman openly declared its stand against high-pressure sales tactics and other form of malpractice. DSAS promised to work closely with CASE in eliminating all forms of malpractices in the marketplace. We argued that self-regulation was the better way to tackle such problems and we were fortunate that the Authorities accepted our suggestion. We introduced a Code of Ethics and made it compulsory for every member company to adhere to it strictly. Subsequently, DSAS introduced a 7-day cooling -off period during which time a prospective customer may cancel his contract without penalty. Through various measures including enlisting the help of US DSA and the US suppliers of merchandise to the local companies, the number of complaints received by CASE declined significantly until the frequency became isolated cases. Since then DSAS has had an excellent working relationship with CASE in spite of the several changes at the top echelon in CASE.

DSAS also liaises closely with the Commercial Affairs Division of the CID and seek their views whenever necessary.

Our standing in the World Federation of Direct Selling Associations enabled us to out-bid the combined effort of the Australian and New Zealand DSAs to host the Sixth World Congress in 1987. Although our Association was and still is a small one in terms of membership and has no full-time Executive staff to manage its affairs, the DSAS received overwhelming support from delegates who cast their votes in our favour.

The once in every 3 years event was the first ever held in Asia and we were proud to have played hosts to it with the support from the Singapore Tourist Board, Singapore Airlines, the Westin Hotels and others. The attendance was a record then and the event made more money for the WFDSA than any other previous World Congress even though our registration fee was much lower than those charged previously. The Singapore Police Band provided the stirring opening number.

The founding Chairman of DSAS held the post of Vice-Chairman for Southeast Asia (including Hong Kong and Taiwan) for 3 consecutive terms of 3 years each. The Chairman was also directly involved in the formation of the Thai and Indonesian DSAs and assisted in the establishment of the Malaysian DSA.

In 1996 DSAS jointly with the USDSEF (US Direct Selling Education Foundation) and supported by CASE (Consumers Association of Singapore) organised the ASIA PACIFIC CONSUMER CONFERENCE from May 5 to 7 at the Pan Pacific Hotel. The event was graced by the Chairperson of the WFDSA and the President of CASE.

In 1991 DSAS organised a well attended seminar entitled "DIRECT SELLING - WHAT'S LEGAL, WHAT'S NOT". The Guest-of-Honour was Mr Zulkifli Mohamed, Political Secretary to the Deputy Prime Minister and Deputy Chairman, GPC for Law and Home Affairs.

We did not forget the less unfortunate in our midst even though we were all too busy with our businesses. We organised an outing for a group of "educationally sub-normal" children and on another occasion we visited the Salvation Army Home. On both community projects we brought cheer to them and satisfaction to ourselves.

For many years, DSAS had been making representations to the Singapore Authorities to amend the Multi-Level Marketing and Pyramid Selling (Prohibition) Act and before the recent changes were gazetted, DSAS had been in consultation with Officials from the Ministries concerned. The recent changes should be welcomed by all legitimate direct selling companies!