The Direct Marketing Association has blasted the so-called ‘standard contract’ proposal for database marketing made public by the European Commission (EC) on March 27.
Non-European Union firms who do not participate in the Safe Harbor program, but wish to engage in database marketing within the union, would be subject to ad-hoc privacy policies that would be privately negotiated with individual regulators.
The DMA urged the European Parliament to reject the EC’s proposal because it will create several privacy policies and ” impractical” legal impediments, which will undermine consumer confidence and raise barriers to international trade.
As drafted, the DMA argues, each non-EU database marketing firm would be subject to negotiating its own individual privacy policy with government regulators. Privacy policies that are open to negotiation would reduce consumer confidence and increase commercial reticence to doing business in Europe.
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