The Direct Marketing Association (DMA) has launched a new package of measures designed to improve data handling strategies in consumer list management.

In addition to a new set of best-practice guidelines, the organisation has unveiled a new security standard entitled DataSeal.

Developed in conjunction with BSI Management Systems, the new seal will allow those running direct marketing campaigns to identify DMA members which are in full compliance with prescribed information security standards.

Mike Lordan, DMA’s director of consumer services, compliance and accreditation, commented: “The standard is accessible, achievable and affordable and is likely to become a minimum requirement in assuring data owners that appropriate data security measures are in place.”

He added that jointly, the new standard and guidelines are testament to the importance that the direct marketing industry places on information security.

In the foreword to the new guidelines, information commissioner Richard Thomas said that the measures will allow members to protect themselves against data breaches, which can all too easily undermine confidence in the direct marketing industry as a whole.

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Related Topics: Business Data & Lists