[February 22, 2012]

White House to Applaud Direct Marketing Association and Digital Advertising Alliance for their Privacy Leadership

In a West Wing ceremony at 12 noon ET today, The White House will gather the leaders of the Self-Regulatory Program for Online Behavioral Advertising, as well as leaders of some of the largest companies online, to launch the Administration's "Privacy Bill of Rights." The ceremony will recognize executives from companies and associations that have led the Digital Advertising Alliance and its Self-Regulatory Program for Online Behavioral Advertising, including the Direct Marketing Association (DMA). The event will feature National Economic Council Director Gene Sperling, Commerce Secretary John Bryson and Federal Trade Commission Chairman Jon Leibowitz.

"The recognition by the Administration of our self-regulatory code of conduct represents a milestone for American businesses and consumers," said Lawrence M. Kimmel, CEO of the Direct Marketing Association. "The Digital Advertising Alliance's (DAA) self-regulatory program standards will help ensure America remains the innovative leader in the information economy while providing consumers control over their data choices. The DAA standards -- and the information they provide to consumers -- enable them to make smart, informed choices about the data they provide, just as nutrition labels do with the food they consume. Knowledge begets healthier outcomes."

For nearly 40 years, DMA has been the leader in developing codes of conduct for the responsible collection, use, and sharing of consumer information. These codes have evolved over the years with significant input from consumers, the Department of Commerce, the Federal Trade Commission, and Members of Congress. Today's announcement reinforces the fact that voluntary codes of conduct are an effective means of ensuring that DMA members and the business community at large are responsible custodians of consumer data.

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About Direct Marketing Association (DMA)

The Direct Marketing Association (www.the-dma.org) is the world's largest trade association of businesses and nonprofit organizations using and supporting multichannel direct marketing techniques. DMA advocates standards for responsible marketing, promotes relevance as the key to reaching consumers with desirable offers, and provides cutting-edge research, education, and networking opportunities. Founded in 1917, DMA today represents companies from dozens of vertical industries in the US and 48 other nations, including half of the Fortune 100 companies.

In 2012, marketers - commercial and nonprofit -will spend $168.5 billion on direct marketing, which accounts for 52.7 percent of all ad expenditures in the United States. Measured against total US sales, these advertising expenditures will generate approximately $2.05 trillion in incremental sales. In 2012, direct marketing accounts for 8.7 percent of total US gross domestic product and produces 1.3 million direct marketing employees in the US. Their collective sales efforts directly support 7.9 million other jobs, accounting for a total of 9.2 million US jobs.

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