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Do not just what is legal, but what is right.

That is the mandate for all DMA members and our call to the industry for every data-driven marketer and supplier. DMA self-regulatory guidelines are the most effective alternative to heedless or restrictive regulation. They set a high bar for responsible marketing, and are flexible enough to address ongoing changes in technology, markets, consumer interest and new business practices. The DMA Ethics Policy and Ethics Operating Committees develop, update and enforce our Ethical Guidelines as part of our public trust with regulators and consumers.

Advisory: Privacy Shield Status

On July 12, 2016 the EU adopted the EU-U.S. Privacy Shield Framework. This new framework replaces the U.S.-EU Safe Harbor Framework for data flows between the European Union and United States. DMA applauds the EU-U.S. Privacy Shield Agreement which preserves the data flows between the EU and the United States.

The U.S. Department of Commerce indicates that it will begin accepting new applications under the Shield framework on August 1st, 2016. Companies interested in self-certifying under the Privacy Shield Framework should begin reviewing the new requirements and creating a Privacy Shield compliant notice and incorporating these principles into its corporate practices. DMA shall serve as a dispute resolution provider under the EU-US Privacy Shield program (as it has done for Safe Harbor since inception.) Please stay tuned for updated compliance and application materials.

For more information, please contact Lisa Brown Shosteck at: lshosteck@the-dma.org.

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