Contact: Mike Uehlein – or 202-861-2441

New Coalition Continues Association’s Decades of Industry Leadership and Self-Regulation

Today, the Data & Marketing Association (DMA) announced that it is convening data and marketing industry leaders to examine the ethical use of data for advertising and marketing. The goal of this committee is to review DMA’s industry-wide standards for responsible data practices and take a fresh look at establishing new self-regulatory guidelines where necessary as dictated by evolving technology and capabilities. DMA’s approach continues its long history of leadership in providing consumers with robust choice and transparency and ensuring the responsible use of marketing data to enrich their lives.

“DMA’s industry-leading members understand the need to collaborate across verticals to collectively establish and revise standards and guidelines that are centered on consumer interests,” said Tom Benton, Data & Marketing Association’s CEO. “As new data-driven technology, techniques and platforms emerge, our industry guidelines and standards must evolve to reflect our focus on delivering value to consumers.”

Topics to be discussed by the group will include:

  • Exploring the existing and future paradigms of data governance and ethics
  • Analyzing and mapping existing consumer data protections
  • Assessing the impact of GDPR and other proposed regulations of data on the consumer

“We welcome all organizations or individuals that wish to engage in action-oriented discussions that drive our industry forward and help to ferret out bad actors,” added Benton.

In October 2017, DMA released the most recent update to its self-regulatory rules governing responsible marketing, which have been in place and enforced for more than 60 years. Key revisions included updates regarding customer notice and choice in data onboarding, internet-connected devices, and other updated definitions to reflect advances in data and marketing technology. DMA will begin enforcement of these revised guidelines in July. On-demand education modules will be released in May detailing the revised standards and how marketers can ensure they are in compliance.

Since 2011, DMA has processed over 56,000 consumer inquiries under its existing guidelines, which are continually updated with the assistance of DMA Board-approved members serving on the Ethics, Standards & Guidelines Committee. Enforcement and casework of the guidelines is conducted by DMA Accountability staff in partnership with the Committee on Ethical Business Practice Enforcement.

Companies or individuals interested in participating in development and implementation of these standards can connect with DMA’s Ethics and Compliance Department at

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 that 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.