Congress is gearing up for hearings on the Equifax data breach, every single one of Yahoo’s 3 billion accounts got hacked and marketing agencies are protesting Google’s ad-blocking efforts. At a time when marketing data practices are under the microscope, DMA updated the industry’s self-regulatory rules.
On Tuesday, during the association’s annual convention, DMA announced the changes to its 60-year-old Guidelines for Ethical Business Practice. The association also published a piece by Kelly Sullivan titled “DMA Announces Final Updated Standards on Marketing Data Use, to Go Into Effect July 2018.”
In part, the article published during &THEN, DMA’s global data and marketing event, held in New Orleans, reads:
“We are committed to providing companies and organizations the information needed to comply with these standards,” said DMA General Counsel Senny Boone, head of DMA’s Accountability & Compliance department. “Importantly, we will ensure that consumers can continue to raise concerns and gain resolution through our robust self-enforcement mechanism in these areas as we have done for more than 60 years. We take seriously our role to build consumer trust through self-regulation in data-driven marketing, while advancing innovation for consumers through data-driven marketing techniques that improve their lives.”
These updates happen as news is still emerging about the extent of the Equifax breach, which may affect 143 million Americans. Fortune reports in September that the data compromised in the credit monitoring company’s incident ranges from Social Security and credit card numbers to birth dates and driver’s license information.
CNNtech’s Oct. 4 article says Yahoo’s situation encompasses all of its users’ accounts, “including email, Tumblr, Fantasy and Flickr.”
Ad Age reports on Thursday that IAB, ANA and 4As seem to be opposed specifically to the default ad-blocking Google is including with its imminent Chrome update:
Three of the biggest marketing trade bodies on Thursday sent an open letter to the Coalition for Better Ads essentially arguing that companies like Google shouldn't be judge, jury and executioner when it comes to blocking annoying ads.
The letter from the Interactive Advertising Bureau, the Association of National Advertisers and the American Association of Advertising Agencies says they are "united" in the effort to remove the ads now marring the online experience.
These occurrences follow the Target data breach and other recent events that jarred consumer confidence in data privacy.
To ensure marketers remain self-policing data users, DMA stated the updated rules:
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
What do you think, marketers?
Please respond in the comments section below.
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