DMA: Data and Marketing Association
Consumer Help

DMAChoice and Related Consumer Choice Files

DMAChoice Consumer Files - Marketing Ethics

Providing Consumer Choice and Privacy Notice Information

Article #1

Marketers should provide consumers a point of contact where they may add, modify or eliminate direct marketing communications from a company or an organization and obtain the company or organization’s privacy policy with regards to collection, use and transfer of their information. The point of contact information (such as a website, telephone number or address) should appear upon or within each written marketing offer, or upon request by the consumer.

Processing Consumer Choices

Article #2

A consumer’s request for elimination of future marketing offers should be processed:

  • Within 30 days of the consumer’s request or as required by law, whichever is the shorter time period;
  • For a period of at least three years from the date of receipt of the request.

Where an affiliate, division, or subsidiary markets under a different company or brand name, and is perceived as separate by the consumer, each corporate entity or brand should separately honor requests received by it.

DMAchoice and Related Consumer Choice Files:

Article #3

For each prospecting list that is rented, sold, exchanged, or transferred, the names registered on the applicable DMAchoice (DMA’s consumer choice website) name removal lists should be removed prior to use.

DMAchoice name-removal lists include:

  • The relevant categorical opt-out mailing lists for Catalog, Magazine, Pre-screened Credit Offers or Other categories, as well as future categories designated by DMA; and
  • The Email Preference Service and Telephone Preference Service, as well as future DMA preference service lists.

The use of the DMAchoice name-removal lists and preference service lists is not required for the company’s and organization’s existing customer or donor lists, only for prospects.

Members should be listed on the DMAchoice site to demonstrate their compliance with the DMA Guidelines and to provide a direct connection to consumers for further choice requests.

In all instances, the most recent monthly release of the relevant DMAchoice file should be used.

In addition to adhering to these guidelines, a marketer should cooperate with DMA when requested in demonstrating its compliance with the Commitment to Consumer Choice and the marketer’s own consumer preference policies.

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