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The DMA Privacy Promise

Privacy, how companies use consumer information is a concern for all of us. The Direct Marketing Association Privacy Promise is an assurance to consumers that U.S. Marketers who are DMA members will use your information in a manner that respects your wishes. When shopping direct, look for The DMA member logo which signifies compliance!

What is The DMA Privacy Promise?

More than 130 million Americans made a purchase by mail or telephone last year, and many more are now choosing to shop online.

The Direct Marketing Association (The DMA) is the largest trade association for businesses interested in interactive and database marketing. Companies displaying The DMA Member logo have committed to the association's Privacy Promise which includes the following principles:

  • Provide customers with notice of their ability to opt out of information rental, sale or exchange with other marketers.
  • Honor your request not to share your information with other marketers.
  • Honor your request not to receive mail, telephone or other solicitations again.
  • Use The DMA's Mail Preference Service and Telephone Preference Service, and E-mail Preference Service, national name-removal services of consumers who wish not to receive unsolicited offers at home.

Furthermore, DMA members adhere to a whole range of other ethical business practices administered by The DMA and backed by a peer review program that enforces these practices.


Look for The DMA Member Logo

All DMA members that comply with the Privacy Promise may display this logo in their mail offers, in print advertisement, and their sites on the Internet.

This logo is your assurance that the featured marketer is a DMA member, and has taken specified steps to ensure customer and consumer privacy.

If ever you have a privacy complaint about a DMA member company, you may contact us at or in writing to let us know the details of your complaint. Our address is:

Direct Marketing Association
Attn: Privacy Promise
1111 19th Street, Suite 1100
Washington, D.C. 20036-3603

The DMA will contact the company promptly to seek an explanation, work toward a remedy, and take other appropriate steps. The DMA backs this logo up with an enforcement program. The DMA is ready to act against a company who fails to comply with these consumer privacy principles and practices.


Where can you turn when your privacy is compromised?

The Council of Better Business Bureaus (BBB):
The mission of the Better Business Bureau is "to promote and foster the highest ethical relationship between businesses and the public ...". The Better Business Bureau provides instant access to business and consumer alerts as well as helpful resources. Plus, you can file a complaint online and more.

The Federal Trade Commission (FTC):
The Federal Trade Commission enforces a variety of federal antitrust and consumer protection laws. The Commission seeks to ensure that the nation's markets function competitively, and are vigorous, efficient, and free of undue restrictions. The Commission also works to enhance the smooth operation of the marketplace by eliminating acts or practices that are unfair or deceptive.

The Privacy Rights Clearinghouse (PRC):
The Privacy Rights Clearinghouse offers consumers a unique opportunity to learn how to protect their personal privacy.

You can find more information about privacy issues at The Privacy Leadership Initiative. The Privacy Leadership Initiative was formed by leaders of a number of different companies and associations who believe that individuals should have a say in how and when their personal information can be used to their benefit.


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