DMA Announces Support for New 'P2P Cyber Protection and Informed User Act'

DMA’s Guidelines for Ethical Business Practice Underscore New Bill

Washington, DC, March 5, 2010 — The Direct Marketing Association (DMA) today announced its support of the recent “P2P Cyber Protection and Informed User Act” (S. 3027), a bill that would prevent the inadvertent disclosure of information on a computer through P2P (peer-to-peer) file-sharing, introduced by Senators Amy Klobuchar (D-MN) and Jon Thune (R-SD).

“DMA members are already required to meet the standard set forth in the Klobuchar-Thune proposal,” said Linda Woolley, DMA executive vice president, government affairs. “Article number 42 of our Guidelines for Ethical Business Practice requires that anyone offering software or similar technology installed on a computer or device for marketing purposes give the user clear and conspicuous notice and choice, as well as provide the user with an easy means of uninstalling the program.”

Specifically, the “P2P Cyber Protection and Informed User Act” would require that P2P file-sharing programs not be installed without providing clear notice and obtaining informed consent of the authorized computer user, and would make it unlawful to prevent the user from blocking installation or disabling and removing any P2P file-sharing program.

The bill was introduced on the heels of a Federal Trade Commission (FTC) announcement that the Commission had uncovered widespread data breaches occurring through the use of P2P programs. A recent FTC probe uncovered breaches of sensitive personal information involving customers and employees of nearly 100 schools, local governments, and companies. The leaked data, including health and financial data and both social security and driver’s license numbers, was found to be available on P2P file-sharing networks. In letters to each organization, the FTC warned that such security breaches could lead to identity fraud or theft and recommended a review of security policies and practices.

About Direct Marketing Association (DMA)

The Direct Marketing Association (www.the-dma.org) is the leading global trade association of businesses and nonprofit organizations using and supporting multichannel direct marketing tools and techniques. DMA advocates standards for responsible marketing, promotes relevance as the key to reaching consumers with desirable offers, and provides cutting-edge research, education, and networking opportunities to improve results throughout the end-to-end direct marketing process. Founded in 1917, DMA today represents companies from dozens of vertical industries in the US and 48 other nations, including nearly half of the Fortune 100 companies, as well as nonprofit organizations.

In 2009, marketers – commercial and nonprofit – spent $149.3 billion on direct marketing, which accounted for 54.3% of all ad expenditures in the United States. Measured against total US sales, these advertising expenditures will generate approximately $1.783 trillion in incremental sales. In 2009, direct marketing accounted for 8.3% of total US gross domestic product. Also in 2009, there were 1.4 million direct marketing employees in the US. Their collective sales efforts directly support 8.4 million other jobs, accounting for a total of 9.9 million US jobs.

The Power of Direct: Relevance. Responsibility. Results.

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