Contact: Mike Uehlein,

Vote Is Signal by Nation’s Top Policymakers That Responsible Data Use Works

Following today’s House vote to repeal the Federal Communications Commission’s (FCC) recent ISP regulations, the Data & Marketing Association (DMA, formerly Direct Marketing Association) issued the following statement from Emmett O’Keefe, DMA’s SVP of Advocacy:

“The House and Senate got it right on the ISP regulations. Today’s vote brings an end to a year of discussion over whether it was appropriate for the FCC to upend the longstanding, successful privacy framework to adopt an entirely new set of rules, which would unnecessarily burden the booming digital economy.

“If these rules were to be enacted, they would disrupt the framework that has allowed the marketing ecosystem to responsibly use data to develop vital services that consumers now rely upon while also injecting dynamic innovation and growth into the U.S. economy. This framework is backed up by strong industry self-regulation, enforced by DMA and other partners, and continues to protect consumer privacy. Today’s vote keeps that system – and the responsible use of data – in place, and is a signal that the current self-regulatory system works.”

For more than 60 years, DMA has led industry self-regulatory efforts in the data and marketing industry. As part of the continual updates to industry standards, DMA launched last year the Data Standards 2.0 Initiative, an industry-wide undertaking to develop the standards that will govern the marketing industry’s accountability around emergent technology and data innovation. Data Standards 2.0 will update DMA’s marketing compliance standards – DMA’s Guidelines for Ethical Business Practice – to address new developments in today’s data practices.

Over the past year, DMA has been a national leader against new regulations on ISPs. In January, DMA filed a petition for reconsideration asserting that the FCC acted outside of its legal authority in adopting these overly burdensome rules.

About DMA ( Founded in 1917 and driving the data and marketing agenda for a full century, the Data & Marketing Association (“DMA”) champions deeper consumer engagement and business value through the innovative and responsible use of data-driven marketing. DMA’s brand-leading membership is made up of over 1,400 organizations who are today’s innovative tech and data firms, marketers, agencies, service providers and media companies. By representing the entire marketing ecosystem—demand side and supply side—and engaging more than 100,000 industry professionals annually, DMA is uniquely positioned to convene and guide the industry to bring win/win solutions to the market, and ensure that innovative and disruptive marketing technology and techniques can be quickly applied for ROI.

DMA advances the data-driven marketing industry and serves its members through four principal pillars of leadership: advocating for marketers’ ability to responsibly gather and refine detailed data to identify and fulfill customer needs and interests; innovating to bring solutions forward to the data & marketing ecosystem’s most vexing challenges; educating today’s members of the data & marketing ecosystem to grow and lead marketing organizations in the ever-increasing omnichannel world; and connecting industry participants to stay current, learn best practices and gain access to emerging solutions through &THEN – the largest global event for data-driven marketing – and DMA’s portfolio of other live events.