DMA Says Privacy Bill Would Hurt Online Advertising

    May 6, 2010

The Direct Marketing Association has voiced its opposition to a draft of a privacy bill introduced this week by Representatives Rick Boucher (D-VA) and Cliff Stearns (R-FL).

The DMA says the draft bill has potentially sweeping impacts for direct marketers working across every marketing channel, from direct mail and telemarketing to email, Internet and, mobile marketing.

Linda-Woolley.jpg "DMA and other trade associations are in the process of implementing a significant new self-regulatory program that applies consumer-friendly standards to online behavioral advertising across the Internet, giving consumers meaningful notice and choices about the advertising they receive," said Linda Woolley, DMA’s executive vice president, government affairs. 

"We should give this program a chance to work before legislating in this area.  We look forward to working further with Representatives Boucher and Stearns, as well as other lawmakers, to find the appropriate balance between consumer privacy and business innovation so that Internet commerce can continue to be a driving force for job creation in this difficult economy."

Boucher says the draft bill is not aimed at hampering the use of advertising content and services on ecommerce sites.

"Online advertising supports much of the commercial content, applications and services that are available on the Internet today without charge, and this legislation will not disrupt this well established and successful business model. It simply extends to consumers important baseline privacy protections," Boucher said.