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DMA To Enforce Self-Regulation Initiative

ONLINE PRIVACY—U.S.

February 2, 2011

The Direct Marketing Association (DMA) has announced enforcement plans for its online data collection self-regulatory program. Direct Marketing News reports that the DMA is requiring members to place the "Advertising Option Icon" on ads, linking to pages that educate consumers about data collection and offer opt outs from online tracking and will investigate consumer complaints about noncompliance. For members that do not comply, "the ultimate sanction is that you are thrown out of the association. If a non-member is persistently noncompliant, we will refer them to the FTC," said Linda Woolley of the DMA, who stressed that, "the goal is not to rat people out. The goal is to make companies comply."
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