DMA Statement Re: Today's FTC Action

July 7, 2004 - Today's FTC action affirms that The DMA guidelines are the rules of the road when it comes to building consumer trust and avoiding government action. If people use the resources that are on The DMA's Web site they will be consistent with the Association's guidelines and the Federal law, as well as with industry best practices.

The DMA's "Guidelines for Ethical Business Practice" state that "...if your organization's policy changes materially with respect to the sharing of personally identifiable information with third parties for marketing purposes, you will update your policy and give consumers conspicuous notice to that effect, offering an opportunity to opt out."

Moreover, in its guidebook titled "Do the Right Thing," The DMA states that a policy should not be changed retroactively - meaning that data collected under an old privacy policy cannot be used under the new one without notice to the consumer.

The DMA believes that Internet commerce success is based on consumer trust. The DMA and its members continue to encourage all industry members to follow its "Guidelines for Ethical Business Practice."

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