DMA Sets Up E.U. Safe Harbor Group
A voluntary European Union safe harbor enforcement program is being offered by the Direct Marketing Association.
The program, which DMA members may join if they wish, was set up to ensure online and off-line data privacy for European consumers.
The program relies on seven safe harbor principles that had been developed by the U.S. Department of Commerce and the European Union. The principles are notice, choice, onward transfer, access, security, data integrity and enforcement.
The DMA has established a committee to hear and address data privacy concerns. A policy review committee has also been established, which includes four European and American members.
The program is free to members of the DMA. Joining the program and displaying a DMA Safe Harbor Mark on their Web sites shows that U.S. companies are complying with European Union privacy and data regulations. Companies that join will not have to observe registration, pre-approval or other procedures typically required by the 15 E.U. member states.
