DMA: Data and Marketing Association
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Marketing Lists

Marketing Lists - Data Ethics


Article #1

Any advertising or promotion for marketing lists being offered for rental, sale, or exchange should reflect the fact that a marketing list is an aggregate collection of Marketing Data. Such promotions should also reflect a sensitivity for the Consumers on those lists.


Article #2

List owners, brokers, managers, and users of marketing lists should ascertain the nature of the list’s intended usage for each materially different marketing use prior to rental, sale, exchange, transfer, or use of the list. List owners, brokers, and managers should not permit the rental, sale, exchange, or transfer of their marketing lists, nor should users use any marketing lists for an offer that is in violation of these Guidelines. Mobile opt-in lists should not be rented or exchanged for the purpose of sending Mobile Marketing solicitations to those on the list, without obtaining prior express consent from those on the list.

Ethical Data Marketing Practices Training Certificate