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Direct Marketing Association Praises Department of Commerce Privacy Report
“We are very pleased to see strong support for industry self-regulation in the report,” said Linda Woolley, DMA’s executive vice president of government affairs. “We agree that the best way to achieve effective privacy protection for consumers is through innovation and flexible industry-driven efforts, which is why we have spent the past year developing just such a program.”
On October 4, DMA has and its association partners launched a comprehensive Self-Regulatory Program for Online Behavioral Advertising. A key feature of that program is the Advertising Option Icon, a consumer choice mechanism that lets consumers know that data is being collected and used to serve interest-based ads, and allows consumers to opt-out if they choose. Information about the program can be found at www.AboutAds.info.
Other highlights of the report include calls for a federal commercial data security breach notification law, which DMA supports, as well as an update of the federal Electronic Communication Privacy Act to the Internet and current communications technologies.
To learn more about DMA’s advocacy in the area of digital privacy and self-regulation, please visit www.DMAAction.org, the website of DMA’s Government Affairs team.
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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
In 2009, marketers – commercial and nonprofit – spent $149.3 billion on direct marketing, which accounted for 54.3% of all ad expenditures in the
The Power of Direct: Relevance. Responsibility. Results.
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