DMA Rallies Opponents of Consumer Data Regulation

In the US, the Direct Marketing Association (DMA) has launched the 'Data-Driven Marketing Institute' (DDMI), in order to lobby against what it describes as 'needless regulation that could hamper consumer marketing and stifle innovation'.

DDMI's main goal will be to bring data-driven marketers together to fight restrictions on the collection and use of data.

Claiming that consumers has been 'frightened by the scare tactics' of legislators, regulators and the media, the DMA says its new initiative will work to engage and educate consumers about the benefits they receive from the use of their data, as well as the privacy protections available to them.

Additionally the DDMI will conduct research to understand and communicate the value of the data-driven marketing industry to the overall economy; the consumer value that is derived from this type of marketing; and consumer awareness about the use of data for marketing purposes.

DMA's Acting CEO and President Linda Woolley (pictured) says the DDMI will redouble DMA's efforts to explain the benefits of the consumer data industry to the public and policymakers.

Web site: www.the-dma.org .