DMA to Host Privacy Seminar

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The Direct Marketing Association said yesterday that it would host a privacy seminar for marketers Feb. 6 at its seminar center in Washington.


The seminar, which is open to DMA members and nonmembers alike, will focus on the DMA's Privacy Promise.


Privacy Promise rules, which went into effect July 1, 1999, require that all DMA members marketing to consumers must:


• Notify customers if their names will be made available to other companies.


• Provide those customers the opportunity to opt out of having their names shared with other companies.


• Have a means of suppressing names internally when customers ask to be removed from marketing lists.


• Use the DMA's Mail Preference Service and Telephone Preference Service to delete from their marketing lists those consumers who have asked not to be contacted by direct marketers.


The DMA's general counsel, Robert Sherman, of Paul, Hastings, Janofsky and Walker, New York, will be the featured speaker. He will cover topics including e-mail marketing under the Privacy Promise; recent changes to the DMA's preference services; new Federal Trade Commission concerns affecting the Privacy Promise and why the Privacy Promise is an important DMA membership requirement.


The seminar will also be available via conference call for participants who are unable to attend in person.


The seminar costs $75 for DMA members, $125 for AIM members, and $325 for non-DMA members. To register, marketers can contact Linda High at 202/861-2404 or ethics@the-dma.org.


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