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The Advocacy team constantly works with policymakers to advance and protect the interests of DMA members as they relate to the data-driven marketing industry.

The wide range of public policy issues pertaining to the data-driven marketing community grows broader every day, and as new technology continues to evolve, so does the debate surrounding data-driven marketing.

DMA positions itself at the forefront of these issues, and aims to advance member interests in Washington, the states, and around the globe. After successfully re-launching DMA’s Capitol Hill Days Program on June 8th, DMA will be hosting its next Capitol Hill Day on Wednesday, September 21st (after the long Congressional Recess for the two political conventions and the August Recess). The September 21st Capitol Hill Day will provide DMA members a chance to interact with members of the Senate and House on issues critical to the industry. For information contact Mark Micali at mmicali@the-dma.org or 202-997-2794.

Current Priorities

EU-U.S. Privacy Shield Approved

On July 12, 2016, the EU-U.S. Privacy Shield agreement was adopted and signed by EU and U.S. officials. The new framework replaces the U.S.-EU Safe Harbor Framework for data flows between the European Union and United States.

DMA will be hosting a webinar entitled EU-U.S. Privacy Shield: The Home Stretch which will provide an overview of the Privacy Shield. The webinar will educate DMA members on the agreement, DMA’s role as a third party dispute resolution provider, and what a finalized agreement means for companies moving forward.

DMA’s Amendatory Veto Win in IL

At the end of August 2015, Illinois Governor Rauner issued an amendatory veto to the Illinois Personal Information Protection Act (SB 1833), which would have burdened data-driven marketers with substantial notice and compliance costs for breaches of “consumer marketing information” that pose no financial or economic risk of harm to Illinois consumers. Governor Rauner’s veto action, striking “consumer marketing information” and other harmful provisions from the bill results from the advocacy and grassroots efforts of DMA members and a broad-based coalition of affected industries and companies led by DMA that urged the governor to protect Illinois jobs threatened by this legislation. Read the full press release.

US Supreme Court Ruling in DMA v. Brohl

In early March 2015, the US Supreme Court ruled unanimously in favor of the Direct Marketing Association in DMA v. Brohl. The opinion follows a five year battle against Colorado’s attempt to require out-of-state merchants to report private consumer purchases. DMA, on behalf of its members, filed suit in federal district court to stop the state’s unconstitutional overreach. The ruling preserves the ability to challenge state taxing laws that violate federally-guaranteed constitutional rights in federal court. Read the full press release.

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