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DMA: Data and Marketing Association
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Data Standards 2.0 Initiative for Marketing Industry

New Data Standards Released – Download and Review Now

The Data & Marketing Association has released an update to its longstanding self-regulatory rules governing ethical marketing practices. The Guidelines for Ethical Business Practice have been continually updated and enforced for more than 60 years. This latest review, referred to as DMA’s Data Standards 2.0 initiative, brought dozens of member companies together to collectively review and update the standards that guide the marketing industry in the responsible use of data.

We, as an industry, must remain vigilant when it comes to protecting the self-regulatory framework that governs our ability to access and use marketing data responsibly.

See the New Standards

3 Ways to Shape Your Future With Data

shutterstock_4273068491. Be informed. Learn about DMA’s Data Standards 2.0 Initiative to protect your ability to responsibly use data. A growing list of leading organizations is working with DMA on an important industry-wide initiative to ensure that marketers may continue to responsibly gather and transform data into actionable insight under a fully revised set of data-centric, self-regulatory standards that allows innovation to flourish.

Called Data Standards 2.0, the new marketing regulations will provide guidance on permitted and prohibited uses of data that is generated through technology innovations. Data Standards 2.0 will tackle new high profile and emergent data issues and update DMA’s marketing compliance standards – DMA’s Guidelines for Ethical Business Practice – focusing them to be more relevant for today’s data practices.

“A critical aspect of Advocacy is Accountability. A vigilant self-regulation framework that includes enforcement is essential to our continued responsible use of data,” says Tom Benton, DMA CEO. Click here to read more from Tom’s blog.

Millenials on Mobile Devices2. Tackle the Future of Marketing. Better yet, succeed in it. DMA strives to champion deeper consumer engagement and business value through the responsible use of data-driven marketing. With these updated standards, the data and marketing industry will continue to assure consumers that their data is safe – and that data-driven marketing delivers real value in their lives.

Topics and issues being addressed in Data Standards 2.0:

  • “Onboarding” – providing consumers notice and choice when companies combine consumer data with Digital Identifiers for Marketing
  • Internet of Things – ensuring that consumers have appropriate notice regarding data collected and used by connected devices for marketing purposes
  • Data Innovation – updated definitions to reflect advances in data and marketing technology

Following the final release of the updated standards in October 2017, DMA will incorporate the rules into its education offerings and certification training models to ensure the data and marketing industry can come into full compliance with its Data Standards 2.0.

3. Get Involved. Help DMA shape the future, now. DMA is now soliciting input from DMA members and industry participants for socialization and refinement to cultivate buy-in for true industry adoption and self-regulation. Several dozen leading marketing, agency, tech and data companies have participated in the Data Standards 2.0 initiative, which has developed the newly-released draft standards.

“If the marketing and advertising industry is to continue to be trusted to use that data responsibly, to do so with the consumer’s interests in mind and to operate under a self-regulatory framework, then we need to anticipate and get right how to treat the data that these amazing innovations are producing,” said Sheila Colclasure, Global Executive for Privacy and Public Policy for Acxiom and DS 2.0 Advisory Council member.

DMA Member Companies steering the development of Data Standards 2.0

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