DMers: Legislation, Self-Regulation Top Privacy Issues

Share this content:
Legislation and self-regulation were the top issues identified by direct marketers in charge of monitoring privacy at their firms, according to a study released yesterday by the Direct Marketing Association.

Legislation edged self-regulation 81 percent to 80 percent as the No. 1 privacy concern watched closest by respondents. Technological innovation was next with 69 percent, followed by employee privacy at 46 percent and international privacy at 37 percent.

Data were gathered from people responsible for privacy at 282 DMA member firms by marketing consultants Irwin P. Sharpe & Associates, West Orange, NJ. One-third of the respondents were selected from larger firms, and the rest were chosen at random from the DMA database.

Of the firms surveyed, 47 percent said that outside consultants, including the DMA, had been used to develop their privacy policies.

While 95 percent of participants said they are responsible for ensuring that their firms comply with their privacy policies, 60 percent also monitor firms they do business with.

Though only 11 percent identified privacy as their sole or primary responsibility at their firm, 68 percent either were president/CEO of the firm or reported directly to that person. Only 3 percent identified themselves as chief privacy officer.

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above