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: https://www.facebook.com/CMOAustralia

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.

Supporting Association

When the incentives are broken, the results will eventually face the same fate. Eagerness to close sales at the expense of customer quali...

Babar Khan

Mediacom revelations shine light on industry at breaking point

Read more

Retail Payments—The Reality ... http://bit.ly/1nSA1Zl

Philip Cohen

Amazon ditches Wallet mobile payment service

Read more

Great article! Why the trial underachieved is quite understandable. Even marketers who are well aware about proximity marketing and how i...

Neha Mallik

Arts Centre Melbourne iBeacon trial disappoints

Read more

Great to know that more companies are opting for live chat as a way of offering better customer service.However, I think that nowadays th...

Piper FitzG

Mizuho Bank aims for personalising digital customer service through live chat

Read more

I like the promise of AI driving big data pulses and crunching them into meaningful data for consumption across departments. This is movi...

Hitesh Parekh

Why artificial intelligence is set to automate marketing

Read more

Sign in