DMA: Rockefeller’s Proposed Data Law Would Make Info Less Secure
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Expect ad and data industry trade groups to fight new proposed legislation giving consumers greater control over how marketers use their data. Perpetual privacy bill sponsors Sen. Jay Rockefeller, D-W.V., and Sen. Edward Markey D-Mass., yesterday introduced a bill giving consumers access to data held by data brokers serving the marketing industry, allowing them to correct information or opt-out from use of that data for marketing purposes.
The Data Broker Accountability and Transparency Act of 2014, or the DATA Act, would also prevent data companies from harvesting consumer information by “deceptive” means.
The Direct Marketing Association, whose member businesses rely on data commodities to operate a variety of services from direct-mailing list sales to email marketing, attacked the proposed law, suggesting it could become a security headache for companies collecting and sharing consumer information.
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