DMA: Data and Marketing Association
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Course Details

Data & Ethics: Privacy Landscape & Privacy Compliance

Learn how to create a compliant data privacy policy – and how you should be sharing that policy with consumers.

$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 privacy policy requirements and recommendations, as covered in DMA’s self-regulatory guidelines – and what you need to know in order to remain in compliance.

Instructors will walk you through the requirements of a compliant data privacy policy and how you should be sharing that policy with consumers. Key regulations governing the marketing privacy landscape – as well as a number of examples from across different marketing channels and sectors – are also reviewed. Any additional questions regarding implementation of the standards can be directed to DMA's Ethics and Compliance Department at ethics@thedma.org.


  • Regulations governing privacy and marketing
  • Best practices for your company data privacy policy
  • Tips for creating a privacy notice
  • Data collection, use and sharing guidelines
  • Examples of privacy policies (retail / social media / direct mail / interest-based ads)


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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  • Why data governance is important
  • DMA Accountability – Provisions and tools
  • Review of the principles in the DMA Guidelines referring to Privacy

DMA Ethics – Privacy Issues

  • Background – How did we get here?
    • Marketers and privacy
    • Sector-specific laws
    • Laws by modes of communication
  • Consumer Opinion
    • Customer privacy and marketing
    • The data landscape
    • Privacy and fair information practices (the “FIPs”)
  • Constitutional Rights
    • Review of constitutional and Supreme Court protections
    • State-level privacy rights
  • Federal Statutes and Regulations
    • A review of the consumer data privacy protection acts
    • Enforcement by the Federal Trade Commission (FTC)

DMA Guidelines for Privacy Policies

  • Placement, clarity and timing of your privacy policy posting
  • Content, scope and collection of your data
  • Data use and sharing
  • Marketing data and digital/connected devices
  • Consumer choice and service providers

Privacy Policy

  • Tips for creating a privacy notice and the importance of a Chief Privacy Officer
  • Key elements to include in your privacy policy
  • Examples of privacy policies
    • Retailer example
    • Social media provider example
    • Direct mail example
    • Interest-based ad example

Marketing & Self-regulation resources

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  • “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.”
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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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