DMA: Data and Marketing Association
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Course Details

Data & Ethics: Data Preferences

Know the right ways to honor consumer preferences and the types of consent required across diverse marketing channels.

$99 non-members $149

This course is not currently being offered. If you are interested in learning about upcoming education opportunities, visit https://www.ana.net/schoolofmarketing

Course Description

Starting July 2018, the Data & Marketing Association begins enforcing Data Standards 2.0 updates to its longstanding self-regulatory rules governing ethical marketing practices. (The newly updated Guidelines for Ethical Business Practice can be viewed here.) In this module, the Data & Marketing Association’s Advocacy and Accountability leaders will walk you through the critical issues pertaining to data preferences and permissioning requirements as covered in DMA’s self-regulatory guidelines – and what you need to know in order to remain in compliance.

Instructors will review the different types of data preferences, consent, and how to obtain consent properly across each channel. Learn the history behind consent and the tools that DMA provides to support proper self-regulation. Any additional questions regarding implementation of the standards can be directed to DMA’s Ethics and Compliance Department at ethics@thedma.org


  • Permissioning (data preferences & honoring customer preferences)
  • Types of consent and how to obtain permission properly
  • Permission by channel
  • Other self-regulation resources


Senny Boone
General Counsel, SVP, Compliance & Ethics Data & Marketing Association Read Biography »
Lisa Brown Shosteck
DMA Accountability Managing Consultant — DMA Privacy Shield Program Administrator — Director, Email Experience Council Data & Marketing Association Read Biography »

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Permissioning: Data Preferences & Honoring Consumer Preferences

  • DMA Accountability background
  • Member Guidelines & Principles
    • Providing information on your data policies
    • Honoring requests regarding PII
    • Honoring consumer preferences in a timely manner
  • Consumer Preferences Background
    • Your responsibility as a responsible marketer/company
    • Privacy & Fair information practices (FIPs)

Consent & Permission

  • Types of Consent
    • Opt-out or ‘implied consent’
    • Express consent
    • Advance consent
    • Double confirmed opt-in consent
  • Obtaining permission properly
    • Advance consent: Subscriptions/auto-renewals
    • Restore Online Shopper’s Confidence Act (ROSCA)
    • Credit cards & pre-screened offers
    • Valid consent
    • Opt-in cookie consent example
    • Privacy policy notice & transparency

Permission by Channel

  • Direct mail
  • Email
    • The Spamhaus Project
    • Email appending
  • Faxing & telemarketing

Consent in Digital Marketing

  • What is “consent” in digital marketing?
  • Internet-based advertising

Marketing & Self-regulation resources

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I can share what I learned after the seminar; maybe host a brown‐bag working lunch and present the team with all the new techniques, strategies, and ideas I’ll come back with. Combining my own notes and ideas with the session handouts provided by the DMA, I’ll have plenty of inspiration and information to share when I return. Besides… this’ll allow everyone to get trained all for the price of sending just one person; and the team will definitely appreciate the opportunity to find out about the latest strategies used by many of our competitors today.

Still presenting itself as a hard sell? Inform your boss that your course can go on their accomplishments at the end of the year for their review: “Trained staff to improve results!” This is a win/win.

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