DMA Announces Final Updated Standards on Marketing Data Use

Oct 11, 2017

The Data & Marketing Association (DMA) released an update to its self-regulatory rules governing responsible marketing. DMA’s Guidelines for Ethical Business Practice have been in place and enforced for more than 60 years. This update is the product of DMA’s Data Standards 2.0 initiative, which brought member companies together to collectively review and update the standards that guide the marketing industry in the responsible use of data.

Key revisions resulting from the Data Standards 2.0 initiative include:

  • “Onboarding” – providing consumers notice and choice when companies combine consumer data with Digital Identifiers for Marketing
  • Connected Devices – ensuring that consumers have appropriate notice regarding data collected and used by Internet of Things devices for marketing purposes
  • Data Innovation – updated definitions to reflect advances in data and marketing technology

Release of the final updated standards were announced at &THEN, DMA’s global data and marketing event.

The updated standards can be downloaded on DMA’s website. Questions regarding implementation of the standards can be directed to DMA’s Ethics and Compliance Department. The new guidelines go into effect July 1, 2018.