Direct Marketing Association
The group’s vigorous opposition to the creation of the widely popular Do Not Call Registry in 2003 is just one example of the association’s interests.
Despite its lobbying concerns, the DMA has developed its own Guidelines for Ethical Business Practice, in which it states, among other things, that its members must clearly, honestly, and accurately represent their products, services, and terms and conditions. The Guidelines also address marketing to kids, conditions for sweepstakes, and how terms of offers are to be presented. How well certain companies adhere to these rules is up for debate.
A method used by advertisers to tailor advertisements based on a user’s online browsing or purchasing history.