ADMA launches responsible data practice program

New Data Pass is in response to Australia's changing privacy law reforms and aims to showcase brands that undertake responsible data management practices

The Association for Data-driven Marketing and Advertising (ADMA) has launched a new program in a bid to promote responsible data practices across the Australian marketing community.

The new ADMA Data Pass is open to member companies and focuses on privacy and security issues around collecting, analysing and using data in marketing and advertising activity. Its launch comes hot on the heels of Australia’s privacy law reforms, which set out new principles around using data, compulsory data breach notifications, and hefty penalties for organisations that don’t comply.

The ADMA accreditation program consists of online training modules and requires a certain percentage of member organisation employees to pass an exam depending on their size. The list of staff eligible for training stretches across operations, line managers and senior management including CMOs.

Training will cover direct data collection and consent, Australian Privacy Principles, laws, codes, legislation and fines, online, mobile and social activity, mail and voice marketing, plus email, SMS and spam campaigns.

ADMA blog: Navigating around the data privacy minefield
Privacy Amendment Bill passed, gives commissioner far-reaching powers
ADMA critical of plans for compulsory data breach notifications

Elective modules will also be available and those undergoing training will need to choose two of the following: Writing a privacy policy; maintaining secure data assets; maintaining data accuracy; processes for spam compliance; and processes for indirect data collection.

Organisations that meet the requirements, and have no pending or outstanding breaches of the ADMA code of practice or state or federal legislation, will be able to display an ADMA Data Pass logo demonstrating their commitment to responsible use of data in marketing and advertising. The pass will be renewed annually.

“Through discussions with our board and the wider marketing and advertising community, we identified a need for member companies to proactive educate their staff in responsible data management capabilities,” ADMA CEO, Jodie Sangster, said.

“The Data Pass will allow companies to differentiate themselves and demonstrate that they understand what responsible data practices are. It will ensure both clients and consumers can have confidence in their dealings with these companies, knowing their data is in safe, responsible hands.”

In a statement, Julie Dormand, the MD of advertising agency MercerBell and ADMA NSW branch chair, welcomed the ADMA Data Pass as a way of reassuring clients they are dealing with a company with responsible data practices. The agency is one of the first to have signed up for the program.

As well as data protection, ADMA is also ramping up its big data practice coverage, and is updating its code of practice to include big data best practice. The association already provides a Big Data Guideline produced by its big data task force.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook:

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

People in vegan houses shouldn't throw bacon

Picture this. You’re at a Gourmerican burger joint chomping a cheeseburger, when an outspoken vegan friend starts preaching that you’re killing the planet. Last week, that same vegan downed a pricey glass of pinot before their flight to a far-flung destination, armed with their strongest mossie repellant and first aid kit. Anything amiss?

Abbie Love

Strategist, Ikon Communications

The role of the CMO is evolving: Are you keeping up?

My (amazing) vacation in the Galapagos Islands earlier in the year got me thinking about Charles Darwin and his theory of evolution. What does this have to do with the role of today’s CMO, you ask? Plenty.

Sheryl Pattek

Vice-president, executive partner

Getting your business ready for the Entrepreneurial Consumer

We all know the digital revolution has completely transformed the way consumers are interacting with brands, and that a lot of businesses are finding it hard to catch up. One way to closing this brand gap is to understand consumer behaviour and build a brand experience that meets these new needs.

Pip Stocks

CEO and founder, BrandHook

Or just go to sites like www.shopsthatshiptoaustralia.c... and others and be sure that the stores will send to where you live :-)


Why online shopping is like dating – RedBalloon CEO

Read more

Personalisation is the key. Customers demand a very relatable and well defined CX where the sincerity and understanding of their disposit...

Hitesh Parekh

In pictures: Improving cutomer experiences through smart personalisation

Read more

Thanks for this. The key for me is the effective of governance where it dictates and sets the proactive policy when it comes to CX. Tech ...

Hitesh Parekh

6 lessons in modern marketing from a customer experience chief

Read more

Very well said “With today’s consumers more demanding of the brands and merchants they shop, it’s imperative for merchants to not just co...


CMO's top 10 martech stories for this week - 29 September

Read more

Very interesting article which touches on the importance of a feedback loop fuelled by customer and market insights. Ideally this scenari...

Andrew Reid

Building customer insights in the data and digital age

Read more

Latest Podcast

More podcasts

Sign in