UK DMA and GDMA Launch Global Privacy Principles | DMA

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UK DMA and GDMA Launch Global Privacy Principles


Global Data and Marketing Alliance (GDMA) publish ethical framework and best practice guidance for global data and marketing industry

12 May 2021 – The Data & Marketing Association UK (DMA) and the Global Data and Marketing Alliance (GDMA) are pleased to announce the publication of the Global Privacy Principles. This set of seven key principles will serve as both an ethical framework and best practice guidance for the global data and marketing industry.

The GDMA’s Global Privacy Principles are a set of aspirational commitments for the global data and marketing industry to adopt, which will help organisations cultivate a better customer experience built on accountability, transparency, trust, and respect for privacy.

A key aim of the new principles is to establish best practice guidance that the global data and marketing industry can use to strengthen existing self-regulatory privacy codes worldwide. In addition, governments with less rigorous data privacy legislation can use them to develop data protection regulations in their respective countries.

The GDMA Global Privacy Principles are an aspirational commitment for organisations, governments, and people to cultivate a trusted and successful commercial ecosystem through serving each individual with fairness, transparency and respect for privacy”, says Martin Nitsche, Chair of GDMA and President of the German Data and Marketing Association DDV.

The UK DMA, and other industry associations that comprise the GDMA, came together to develop an ethical framework that can be used by businesses, large and small, to demonstrate their commitment to enhancing data privacy standards”, said Chris Combemale, CEO of the DMA UK. “The Global Privacy Principles will help organisations across the globe to place the customer at the heart of everything they do. We want to inspire data and marketing professionals worldwide to continue building consumer trust in the data and marketing industry.”

These principles will encourage organisations to find the right balance between innovation and privacy, demonstrating that consumers’ personal information is valued, protected and respected. Organisations worldwide have a chance to build trust with consumers and create an environment where they appreciate that data sharing can be beneficial to all parties.

DMA research in the UK has shown that increased trust in the data and marketing industry encourages consumers to share their data and provide invaluable insights into their preferences, and even consumer behaviour in general. This in turn will help data and marketing teams to send valued and personalised content.

Find out more about the GDMA Global Privacy Principles here.

About the Global Data and Marketing Alliance

The GDMA represents, supports and unites marketing associations from around the globe that focus on data and marketing. It leads worldwide initiatives aimed at providing marketers with global trends, thought leadership and know-how on data-driven marketing and advertising across all sectors, disciplines and channels. Through its members associations, the GDMA provides access to the worlds largest network of data-driven marketing organisations and influencers. GDMA represents 28 different countries including Australia, Argentina, Brazil, Canada, Chili, France, Germany, India, Italy, Japan, Mexico, the Netherlands, South Africa, Spain, Sweden, Thailand, the UK and the USA.

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