CDMA BEEFS UP RULES FOR ONLINE PRIVACY
By Adnews Staff
The Canadian Direct Marketing Association has amended its Code of Ethics and Standards to give consumer more privacy when they are online. Companies now need to obtain consumers consent to send them marketing e-mail. The standards contain a reply provision, which requires that consumers be given a simple way of declining further e-mail offers. In some circumstances where a customer relationship has developed from an inquiry or purchase, negative option consent and implied consent may be used. When gathering data from consumers on the Internet that could identify them, CDMA members must advise them what information is being collected and how the information will be used. This requirement will apply to data drawn from choices made by a consumer during the course of visiting a Web site, as well as that obtained from other online sources. Companies will also have to provide a way in which consumers can choose not to have information collected that could identify them or be transferred for marketing purposes. The amended code comes into effect in January.