DMA Direct Marketing Association : Safe Harbor Reestablishment Must Remain a Priority To Maintain Data Flows Between Europe and U.S.

FOR IMMEDIATE RELEASE - January 25, 2016
Contact: Mike Uehlein, [e-mail]

With a deadline looming to finalize negotiations on a new transatlantic data-transfer agreement the Direct Marketing Association (DMA) issued the following statement from Christopher Oswald, VP of Advocacy:

'The modern global economy relies on the strategic use of data, and many of the technological innovations that consumers enjoy today stem from the responsible use and exchange of data around the world. The reestablishment of a U.S.-EU Safe Harbor data transfer framework that both respects the privacy of consumers and provides business a responsible governing structure to follow is vital to the uninterrupted flow of beneficial global commerce.'

'Moreover, the business leaders assembled in Davos this week concur and have made their views clear: the responsible exchange of data is a priority and the global business climate is counting on a revised Safe Harbor agreement. DMA and its members are encouraged by the efforts of the U.S. Department of Commerce and Secretary Pritzker to reach an agreement, and look forward to the swift and successful conclusion of their negotiations with their EU counterparts.'

As a leading association representing the data-driven marketing ecosystem and an authorized third-party Safe Harbor administrator, DMA has a unique and experienced view of the benefits provided to businesses and consumers through the responsible exchange of consumer data across the Atlantic. Following the October 2015 decision by the European Court of Justice striking down the Safe Harbor agreement, DMA moved quickly to update its members regularly, regarding information from the U.S. Department of Commerce, soliciting member input on challenges and risks without an agreement. The U.S. International Trade Commission (ITC) estimates that digital trade has increased the America's GDP by 3.4 to 4.8 percent and created up to 2.4 million jobs.

'The DMA commends the efforts underway and stands ready to assist both consumers and marketers with a Safe Harbor 2.0,' said Oswald.

About the Direct Marketing Association (DMA)
The Direct Marketing Association (www.thedma.org), founded in 1917, is the world's largest trade association dedicated to advancing and protecting responsible data-driven marketing. DMA represents thousands of companies and nonprofit organizations across the entire ecosystem of data-driven marketing - including supply and demand sides. As such, DMA is uniquely positioned to bring together all industry participants to address the most significant challenges and advance solutions that benefit the marketplace. DMA's solutions bring forward INNOVATION that accelerates business growth, EDUCATION that develops talent and ensures compliance with ethical and best practices, and ADVOCACY that advances policies which support innovation in marketing. DMA's signature event, &THEN, is the largest global event for data-driven marketing and attracts the industry's top leaders and practitioners from around the world.

##