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Data Standards 2.0: Overview

Understand the critical updates to DMA’s Guidelines for Ethical Business Practice before they go into effect.

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In October of 2017, the Data & Marketing Association released an update to its longstanding self-regulatory rules governing ethical marketing practices. The updated standards can be viewed here. In this module, the Data & Marketing Association’s Advocacy and Accountability leaders will walk you through the critical changes to DMA’s self-regulatory guidelines and what you need to know before they go into effect in the summer of 2018.

This latest release, referred to as DMA’s Data Standards 2.0 initiative, brought dozens of companies together to collectively review and update the standards that guide the marketing industry in the responsible use of data.

Instructors will review these critical updates as well as answer questions on compliance and implementation of the standards. Any additional questions regarding implementation of the standards can be directed to DMA’s Ethics and Compliance Department at ethics@thedma.org.


  • “Onboarding” – providing consumers notice and choice when companies combine consumer data with Digital Identifiers for Marketing
  • Internet of Things – ensuring that consumers have appropriate notice regarding data collected and used by connected devices for marketing purpose
  • Data Innovation – updated definitions to reflect advances in data and marketing technology
  • and more

About The Instructor

Senny Boone
As DMA’s internal General Counsel, Ms. Boone leads the organization’s efforts in ethics, compliance and best practices for the data-driven marketing comm... Read More »
Emmett O’Keefe
Emmett O’Keefe is the Data & Marketing Association’s Senior Vice President of Advocacy. In this role, he heads the Washington, D... Read More »

Course Pricing

  • dollar Member - Complimentary
  • dollar Non-Member - $49
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Course Duration

  • 20 min.


  • The Data & Marketing Association
  • The data landscape

The Regulatory Environment and Importance of Self-Regulation

  • Current Framework: Sector-Specific Laws and Self-Regulation
    • FTC
    • HIPAA
    • FCRA
    • COPPA
    • GLBA
    • GDPR
  • The Regulatory Landscape
    • FTC
    • FCC
    • CFPB
  • Self-regulation
  • DMA’s Guidelines for Ethical Business Practice

DMA’s Guidelines for Ethical Business Practice & Data Standards 2.0 – the Updates

  • Data Standards 2.0 background
  • Updating the guidelines: A new structure
  • Updating the guidelines: Central tenants
  • Updating the guidelines: New Provisions
    • Privacy Policy
    • Onboarding
    • Connected Devices/IOT

DMA Resources and Next Steps

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.

Interested in reading more about the Guidelines?
Guidelines for Ethical Business Practice

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