The Direct Marketing Association’s long-awaited Privacy Promise policy went into effect July 1. DMA members must follow a set of consumer privacy protection practices, including disclosing to consumers when information about them may be shared with other marketers. Members also must offer consumers a chance to opt out of having their data shared. In addition, member marketers must honor any individual consumer’s request not to receive solicitations. Direct marketers are now required to use the association’s two national name-removal services, the Mail Preference Service and the Telephone Preference Service, to clean their marketing lists when prospecting for new customers using direct mail or telephone. Companies that do not comply with the practices will lose their DMA membership.
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