The Direct Marketing Association applauds the efforts of several companies – America Online Inc., Yahoo Inc., Cnet Networks Inc., Computer Associates International Inc. and Verizon Communications Inc. – that have joined together to create a system to help consumers protect their computers from harmful spyware downloads.
"We commend any efforts to combat the spread of programs that install deceptive, fraudulent or harmful software on people’s computers without their knowledge, and we share the goal of making the online marketplace secure for both consumers and businesses," said Louis Mastria, DMA’s vice president for interactive & emerging media.
In general, DMA supports self-regulatory efforts because we continue to believe that responsible stakeholders from within the industry are best suited to quickly respond to rapidly changing and emerging technologies. "We believe that there is a balance that can be reached that protects the rights of consumers while promoting the growth and vibrancy of a secure online marketplace," said Mastria.
The DMA also supports efforts to combat malware programs that, without the user’s consent or with no means of easy removal, change a user’s homepage, interfere with Internet browser operations or hinder a consumers ability to get to a specific URL. DMA members are expected to act responsibly and to comply with all current laws for fair marketing and advertising practices, as well as the DMA’s Guidelines for Ethical Business Practice.
About the DMA
The Direct Marketing Association (http://www.the-dma.org/ ) is the leading global trade association of business and nonprofit organizations using and supporting direct marketing tools and techniques. DMA advocates industry standards for responsible marketing, promotes relevance as the key to reaching consumers with desirable offers, and provides cutting-edge research, education, and networking opportunities to improve results throughout the entire direct marketing process. Founded in 1917, DMA today has more than 4,800 corporate, affiliate, and chapter members from the US and 46 other nations, including 55 companies listed on the Fortune 100.
In 2005, companies will spend more than $161 billion on direct marketing in the United States. Measured against total US sales, these advertising expenditures are expected to generate $1.85 trillion in increased sales in 2005, or 7% of the $26 trillion in total sales in the US economy (which includes intermediate sales). All together, direct marketing will account for 10.3% of total US GDP in 2005.
The Power of Direct: Relevance. Responsibility. Results.
