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John A Greco Jr., president/CEO of the Direct Marketing Association, announced February 9th that the DMA would not join in an effort to stop the Utah Child Protection Registry Act, fearing that participating would cause a backlash harmful to the association’s public image, writes DM News. Greco did not want the DMA accused of attacking efforts to protect children.
The Utah law is meant to protect minors from getting emails promoting unlawful products or services or containing harmful material. It would also produce a do-not-email registry, requiring email marketers to pay to scrub their lists against it. Six groups filed an application of amici curiae against the law on Jan. 25, saying the law weakens the federal CAN-SPAM Act.
Greco said the DMA agrees with the Federal Trade Commission that creating registries that will attract hackers may put children in harm’s way. The DMA is lobbying for a national law to prevent these registries, worrying that different solutions in each state could make it impossible for national marketers to comply with each.
Greco also discussed data security. He emphasized that it is everyone’s problem but that direct marketers must be more responsible with marketing data to demonstrate respect for consumer choice, preference and privacy.
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