Summary
The DMA is hardly a guardian of marketing ethics. If anything, the organization seems more than willing to trample on personal privacy if it will help their members companies engage in more marketing, regardless of who it annoys. Now they've launched new marketing ethics guidelines that still don't go far enough in protecting consumer privacy.
Original source:
http://www.the-dma.org/cgi/dispnewsstand?article86
Details
- The Direct Marketing Association (The DMA) today
announced that its Board of Directors voted unanimously to adopt
significant changes to The DMA's telephone marketing guidelines, and has
also introduced a groundbreaking new set of rules for the use of online
referral, or "viral," marketing.
- Adherence to The DMA's Guidelines for Ethical Business Practice is a
requirement for Association membership and is strictly enforced by The
DMA's ethics committees.
- New EBR definition requires that faxes can only be sent to consumers who
have inquired about a product or service within three months of their
inquiry, and can be sent to customers within 18 months of their last
payment or transaction.
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