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DMA guidance addresses consumer data security concerns

DMA guidance addresses consumer data security concerns

Response management service providers are being offered practical guidance on protecting personal data and complying with the Data Protection Act following the publication of the Direct Marketing Association’s (DMA) new Response Management Best Practice guidelines.

Drafted by the DMA’s Response Management Council, which comprises professionals working in the sector, the guidelines cover data protection, data capture and payment security. The guidelines also spell out the steps response management companies need to take to meet the Data Protection Act, such as audit trails and processing of payments, and complying with the PCI Data Security Standard, which protects credit card security.

As well as addressing consumer data security, the best practice guidelines provide clear advice on drawing up contracts, issuing refunds, service level agreements, disaster recovery and postal processes.

Commenting on the guidelines, Jo Varey, managing director of Granby Marketing Services and chair of the DMA Response Management Council, said: “Response management is integral to the relationship between a brand and consumer. Consumers demand and rightly expect the very highest level of service, which includes protecting their personal details. Our best practice guidelines provide response management practitioners with the advice they need to keep consumers happy and their data secure.”


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