The Secure Times

An online forum of the ABA Section of Antitrust Law's Privacy and Information Security Committee

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Direct Marketing Association Launches “Data Protection Alliance”

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On October 29, 2013, the Direct Marketing Association (“DMA”) announced the launch of a new initiative, the Data Protection Alliance, which it describes “as  a legislative coalition that will focus specifically on ensuring that effective regulation and legislation protects the value of the Data-Driven Marketing Economy far into the future.” In its announcement release, the DMA reports the results of a study it commissioned on the economic impact of what calls “the responsible use of consumer data” on “data-driven innovation.” According to the DMA, its study indicated that regulation which “impeded responsible exchange of data across the Data-Driven Marketing Economy” would cause substantial negative damage to the U.S.’ economic growth and employment. Instead of such regulation, the DMA asks Congress to focus on its “Five Fundamentals for the Future”:

  1. Pass a national data security and breach notification law;

  2. Preempt state laws that endanger the value of data;

  3. Prohibit privacy class action suits and fund Federal Trade Commission enforcement;

  4. Reform the Electronic Communications Privacy Act (ECPA); and

  5. Preserve robust self-regulation for the Data-Driven Marketing Economy.

The DMA is explicitly concerned with its members’ interests, as any trade group would be, and this report and new Data Protection Alliance are far from the only views being expressed as to the need for legislation and regulation to alter the current balance between individual control and commercial use of personal information. Given the size and influence of the DMA and its members, though, this announcement provides useful information on the framing of the ongoing debate in the United States and elsewhere over privacy regulation.

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Author: Jonathan I. Ezor

Attorney, author, and speaker on privacy, e-commerce law, intellectual property and other technology business law issues Counsel, Olshan Frome Wolosky (www.olshanlaw.com)

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