12 May 2021

  • Digital Marketing
  • Strategy
  • Thought leadership

Industry bodies publish new framework to enhance data privacy standards worldwide

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

The Association for Data Driven Marketing and Advertising (ADMA)) 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.

“ADMA, and other industry associations that comprise the GDMA, collaborated to develop an ethical framework that can be used by large and small businesses. This is in line with our ongoing commitment to enhance data privacy standards through education”, said Andrea Martens, CEO of ADMA in Australia

“These global principles reflect the common themes that underpin the way privacy laws are developing locally and around the world. Here in Australia, the Attorney General’s Department is in the process of reviewing our own Privacy Act,  but even as we await the outcomes of that Review, we are confident that these principles will be reflected in any developments we see.  ADMA advocates for the responsible implementation of data driven marketing and these principals are in line with the best practice approach that we encourage”. Sarla Fernando, Head of Regulatory and Advocacy, ADMA.

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.

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