DMA: Members must keep privacy promise

Beeler, Amanda
November 1999
Advertising Age;11/29/1999, Vol. 70 Issue 49, p76
Trade Publication
This article reports on the expulsion of marketer members of the Direct Marketing Association that does not comply with Privacy Promise to American Consumer policy. In October 1999, the association voted to expel Sportsman's Market Inc. for refusal to comply. The company argued that the policy is going a little beyond of what a trade association ought to do. Another member, Columbia University's Graduate School of Business in New York City also faced expulsion on November 30. The policy, which went into effect on July 1 requires members to: notify consumers about contact data transfer practices; give consumers the opportunity to opt out of marketing processes; maintain an in-house suppression system to honor name-removal requests; and use name removal services for mail, telephone and electronic mail.


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