DMA: Data and Marketing Association
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DMA Advocacy

Marketers today are fighting against serious challenges from policy makers and regulators who threaten their ability to access and use data responsibly.  

Fortunately, they are not alone in their fight.

They have the full support of the world’s largest association of marketers behind them. DMA, the Data & Marketing Association is dedicated to helping marketers responsibly use data to identify customer needs, and then fulfill those needs to build lasting relationships based on truth, results and trust.

Collectively, more than 1,400 leading brands and over 100,000 member participants make up the force behind DMA. No other organization represents the interests of the entire data-driven marketing ecosystem more effectively in Washington and across all 50 states on issues like: Data Privacy, Security, Breach Notifications and Preserving the Deductibility of Advertising.

Lean in as an advocate. Take action and multiply our collective force.

Not a DMA member yet? Contact us to find out how you can benefit from DMA Membership.


A marketing force multiplier

Advancing Self-Regulation into the Future

Marketing Data Standards

For the past 60 years, Data & Marketing Association has been the champion of industry self-regulation. Above all else, self-regulation is the bedrock of your ability to responsibly use data to innovate, while protecting you – and consumers.

Data Standards – We’re writing the rules and lining the field for a new generation – enforcement of the new version of these industry standards begins July 2018: Guidelines for Ethical Business Practice.

EU & Swiss Privacy Shield – All the resources you need for dispute resolution on data-driven marketing abroad.

DMAChoice – We help the industry honor consumer choice by providing the most comprehensive national suppression service available to marketers today. Net benefit: Increased brand trust and greater efficiency.

Interest-Based Advertising Choice Program of the DAA – DMA is one of the founders and an enforcer of the only program that honors the digital choices consumers make.

Ethics Committees – Industry self-regulation doesn’t just happen by itself. DMA members serve on key committees that set and enforce ethical marketing standards in our Guidelines for Ethical Business Practice.

Amplifying Your Influence


Sheila Colclasure of Acxiom at DMA's &THEN

Nothing great is ever accomplished alone. That’s why DMA Coalitions and Advisory Councils are so critical to your own success as a data-driven marketer.

DMA Coalitions are your force multiplier for coordinating industry action on important legislative and policy issues. They provide you with a forum to discuss and strategize on relevant legislative and regulatory issues that data-driven marketers face today. Coalitions include Data & Marketing Association Members from across the entire marketing ecosystem – including media, technology, and creative experts — along with seasoned, connected government advocacy professionals and insiders.

DMA’s Committee Focused on the Ethical Use of Data has brought together several dozen leading marketing, agency, tech and data companies to regularly review and revise the set of data-centric, self-regulatory standards that allows innovation to flourish.

DMA’s Political Action Committee (PAC), Direct Voice PAC, is the marketing industry’s leading PAC. Founded in 1993 and funded through voluntary contributions from eligible member company employees, its sole purpose is to elect non-partisan candidates for federal office who support policies and legislation that advances and protects responsible data-driven marketing.

Which DMA Coaltions are Right for You?

Opening Access to Policymakers

Marketers Access to Policymakers

DMA provides perspective through events that offer “inside access” to policymakers and regulators.

DMA’s Dynamic State of Data, held every year, features federal and congressional policymakers speaking on issues that affect your data and marketing practices.

DMA Capitol Hill Days, led by DMA’s Advocacy team, features a full day of appointments with members of the U.S. Senate and U.S. House on issues critical to your business and the industry.

What Doors can we Open for You?

Senator Thom Tillis with Marketers

Giving You a Window on Government Affairs

Window in Capitol Hill Building

Maneesha Mithal, Assoc. Director of FTC at DMA's Dynamic State of Data

DMA provides timely, informative and vital updates that keep you current on policy issues affecting your business .

Direct from Washington – As a DMA Member, receive a curated collection of must-read news from inside the corridors of power every Friday.
View a past issue

DMAACTION – As a DMA Member, have a direct voice at the federal and state levels.

State Legislative Monitoring – As a DMA Member, utilize our State Legislative Monitoring platform to receive daily, customizable legislative updates.

Global Email Marketing Guide – As a DMA Member, you receive this free comprehensive guide that covers anti-spam and data protection laws and regulations in 77 jurisdictions.

Check Out Our Policy and Issue Library

Equipping you with Powerful Research


DMA commissions and conducts ground-breaking research that you can use to position your business to your customers and policymakers as part of a dynamic industry delivering innovation and benefits to consumers and driving U.S. economic growth.

DMA’s Value of Data Report –This seminal research – undertaken for DMA by professors from the Harvard Business School and Columbia University – that quantifies the contributions the data and marketing industry make to the U.S. The Data-Driven Marketing Economy (DDME) contributes nearly 1 million jobs to the US economy annually, and adds $202 billion in revenue, and for the last four years has generated positive jobs growth in all 50 states. Data like this is invaluable for demonstrating the contributions of your business and the data and marketing industry to our national economy and to consumers.

DMA Statistical Fact Book – This data-rich benchmarking report highlights opportunities and challenges for marketers. The Statistical Fact Book ensures that you can advocate and support policies on the basis of facts about the industry.

Next-Generation TV White Paper – This report provides an overview of the consumer and economic benefits of Next-Generation TV and over-the-top streaming services. This research will give you a clear picture of the current legal and regulatory landscape around which the Next-Generation TV ecosystem currently exists and the DMA-advocated approach involving robust self-regulation to ensure the continued cultivation of innovation in the ecosystem.

More Advocacy Research and Partners


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