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DMA to Release New Guidelines for Ethical Business Practices


Post Date: December 12, 2013
By: Susan Taplinger

In early 2014, as part of the ongoing process for maintaining a healthy and trusted self-regulated marketplace for data-driven marketing, the Direct Marketing Association (DMA), will be releasing new Guidelines for Ethical Business Practice.  

“The Guidelines go beyond what is ‘legal’ to what is ‘right’ – how responsible data-driven marketers should act, and capture all marketing channels online/offline,” said Senny Boone, DMA’s general counsel and senior vice president of compliance.  “They serve as the basis for the public trust that DMA manages with consumers and policymakers, and they are also what DMA enforces as part of our compliance work.”

Boone continued:  “The Guidelines are not static, dusty requirements. They are dynamic and enable marketers to connect with customers in responsible and responsive ways.  Changes to the Guidelines are driven by market innovation, legal changes (e.g.: this coming year we have changes to children’s privacy laws (COPPA), telemarketing (TCPA- robocalls, cell phones and texting) mobile application transparency, and health information privacy under HIPAA), member interest, and consumer feedback and complaint trends.”

DMA lists non-compliant companies (members and non-members) each year in its Annual Compliance Report and on the DMA website, reporting offenders to the proper authorities.  DMA handles tens of thousands of consumer complaints a year, and manages the DMAChoice.org service for consumers who want to stop direct mail.

About Direct Marketing Association (DMA)

The Direct Marketing Association (www.thedma.org) is the world’s largest trade association dedicated to advancing and protecting responsible data-driven marketing.  Founded in 1917, DMA represents thousands of companies and nonprofit organizations that use and support data-driven marketing practices and techniques. DMA provides the Voice to shape policy and public opinion, the Connections to grow members’ businesses and the Tools to ensure full compliance with ethical and best practices as well as professional development.

In 2012, the Data-Driven Marketing Economy (DDME) added $156 billion in revenue to the U.S. economy and fueled more than 675,000 jobs.  The real value of data is in its exchange across the DDME:  70 percent of the value of the DDME – $110 billion in revenue and 478,000 jobs – depends on the ability of firms to exchange data across the DDME.

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