• DM News, Wednesday, June 13, 2007 11:32 AM

The Direct Marketing Association has issued a strengthened and clarified set of guidelines relating to the collection and sharing of consumer information. The new guidelines apply to data compilers--defined as "any company that assembles personally identifiable information about consumers (with whom the compiler has no direct relationship) for the purpose of facilitating the renting, selling, or exchanging of information to non-affiliated third-party organizations for marketing purposes."

Among other rules, when entering into agreements with third-party organizations for the rental, sale or exchange of consumer information, a data compiler must establish written or electronic agreements that define the rights and responsibilities of the compiler and customer with respect to the use of marketing data; require customers to state the purpose for which the data will be used; and require that marketing data be used only for marketing purposes.

The new guidelines also lay out clear requirements for data compilers in responding to consumer inquiries. More information is available at www.the-dma.org/guidelines/quickreference.shtml.

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