DMA: Data and Marketing Association
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Data & Ethics: Data Security, Data Stewardship & Sensitive Data

Know the rules to keeping your data safe and your company compliant when handling sensitive and vulnerable population data.

$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 handling requirements for sensitive categories of consumers, as covered in DMA’s self-regulatory guidelines – and what you need to know in order to remain in compliance.

Instructors will review the legal and regulatory framework for data and the importance of self-regulation, especially in the handling of data for sensitive or vulnerable populations. A special case study from Highlights for Children’s Vice President of Government Relations, Information Security, and Privacy will showcase the importance of creating a culture for data security within any organization. Any additional questions regarding implementation of the standards can be directed to DMA’s Ethics and Compliance Department at ethics@thedma.org.


  • Laws governing data security and privacy
  • Data hacking
  • Requirements for keeping data secure (e.g., data security training, monitoring, breach plans, etc.)
  • Handling of sensitive information
  • Onboarding and how to responsibly combine data with digital identifiers
  • How to handle data related to health and children


Senny Boone
General Counsel, SVP, Compliance & Ethics Data & Marketing Association Read Biography »
Emmett O’Keefe
SVP of Advocacy, Co-Executive, DDMI Data & Marketing Association Read Biography »

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The Legal and Regulatory Landscape for Data and the Importance of Self-Regulation

  • Overview
  • The U.S. data security and privacy landscape
  • The laws
    • Sector-specific laws and regulations
    • Data-specific laws
    • Overlapping state laws
  • Self-regulation

Data Standards 2.0

  • Definition and scope
  • Data hacking
  • Requirements for keeping data secure
    • Data security and sensitive data
    • Specific data security requirements
      • Written policies and procedures
      • Data security training
      • Personal devices
      • Monitoring
      • Contractual safeguards
      • Breach plans
      • Notice requirements
      • Email
      • Sensitive data
      • Data transfers
  • Handling sensitive information
    • Data stewardship
    • Limitations on use of sensitive data
  • How to responsibly combine data with digital identifiers (“onboarding”)
    • Definitions
    • Onboarding best practices for notice and choice
  • Rules related to health and children’s data


  • Case Study: Highlights for Children
  • Marketing and self-regulation resources

Are you just dying to attend one of DMA’s Education seminars this year, but you’re not sure how to convince your boss to let you attend? Try one of these approaches.

  • “I know budgets are tight, but this is an opportunity that pays for itself instantly. A single tip from any of the DMA seminar could pay for the costs of the whole training. I’ll be learning secrets from practicing experts and industry thought leaders.”
  • “I’ll become more proficient in industry best practices, as well as on the latest tactics and technologies in today’s ever‐evolving marketing landscape. From direct mail to data governance, social media to email marketing; the DMA has all of our needs covered.”

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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