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.

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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.

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