The DMA's new guidelines are part of a continuing effort to promote higher ethical standards among marketers. "The guidelines unveiled today demonstrate that industry self-regulation is working," said H. Robert Wientzen, president & CEO of The DMA. "The guidelines are fair to consumers and marketers alike."
The guidelines issued today are part of The DMA's overall Guidelines for Ethical Business Practice and will be enforced by The DMA's Committee on Ethical Business Practice.
"Those marketers who refuse to follow these guidelines risk expulsion from The DMA - as well as the negative publicity that would result as a consequence of such a step," Wientzen said.
Regarding Online Commercial Solicitations
The DMA's new online information guidelines codify the need to offer notice, choice, access, security, accountability and protection of minors under 13 years old at marketers' Web sites.
The online commercial solicitation guidelines set a minimum standard for how commercial e-mail can be sent from marketers to consumers.
Those include the following:
| o | Solicitations sent online should disclose the marketer's identity |
| o | The subject line should be clear, honest, and not misleading |
| o | The marketer must provide specific contact information at which the individual can opt out of in-house lists or restrict transfer of their information to other marketers |
| o | The marketer must provide information on how consumers can obtain service or information |
| o | The marketer's street address must be made available in the e-mail solicitation or by a link to the marketer's Web site |
| o | The marketer is required to "scrub" its e-mail lists obtained through third-party marketers using the DMA's e-Mail Preference Service (eMPS) suppression file. |
Commenting on these guidelines, Patricia Faley, DMA vice president for ethics and consumer affairs, said, "the requirement to include a physical address is a unique feature of the guidelines." Faley added that "responsible marketers want to build trust with their customers and prospective customers, and this is another groundbreaking way of achieving that goal."
Ben Isaacson, executive director of the Association for Interactive Marketing (AIM), said, "marketers have discovered that e-mail is one of the greatest direct marketing mediums ever created, and these guidelines will ensure the continued success for DMA and AIM members."
AIM's Council on Responsible E-mail helped create and endorsed the online commercial solicitation guidelines.
Regarding Online Web Site Privacy Policies
Among the most notable provisions of The DMA's new guidelines regarding Web site privacy policies (i.e., "Online Information Guidelines") are:
| o | The listing of marketers' information practices in a prominent place on Web sites |
| o | Details about the type of personally identifiable information collected and for what purposes, along with the ability for consumers to opt out |
| o | Public self-certification or third-party verification and monitoring to demonstrate adherence with stated online practices |
| o | Consumer redress through a physical address |
To obtain the complete new DMA guidelines:
For those guidelines relating to "Online Commercial Solicitations Guidelines," click to:
http://www.the-dma.org/cgi/dispannouncements?article=158
For those guidelines relating to "Online Information Guidelines," click to:
http://www.the-dma.org/library/guidelines/onlineguidelines.shtml
Use these guidelines in the planning of your Internet Strategy. Remember, brand and permission both bring with them huge responsibilities. You've built an asset. Don't waste it!
Winnifred Knight and Luisa Mazinter, email winn@themarketingsite.com or phone 082 575 9922
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