As a leader in self-regulation, the ANA, through the Center for Ethical Marketing, helps businesses build brand and consumer trust through best practices, guidelines, guidance, compliance services, and committees. The Center seeks to educate, elevate, and advance accountability for the industry and mediate consumer complaints.

Be an ethics advocate for your company or organization – join the ANA Ethics Policy Committee or contact staff to learn how you can get more involved.

Our Services

Go beyond what's legal – do what's right.

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Global marketing companies and service providers: select ANA as your approved mediator and compliance provider for international data transfers.

View the annual ANA Privacy Shield Reports:

2022  |  2021  |  2020  |  2019

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Subscribe to ANA’s data hygiene tools, which can save thousands of dollars in prospect promotional mailings while being responsive to consumers, building brand trust, and helping the environment.

Read more about DMAchoice (PDF)

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ANA serves as one of the compliance arms to the Digital Advertising Alliance’s interest-based advertising opt-out program. Contact staff with any compliance questions.

Upcoming Events

Stay ahead of the regulatory curve.

ANA Center for Ethical Marketing Weekly Briefing

Wednesdays at 2:00 p.m. ET via Zoom

These weekly briefings are an opportunity for members to ask questions and learn more about the ANA's compliance services, resources, and hot topics of the day, including:

  • Self-regulatory efforts across digital, AI, direct marketing, email, and more.
  • ANA's data hygiene tools, such as our signature prospect mail opt-out list, – a trusted best practice in the industry used nationally by top brands and data providers.
  • Data privacy and compliance as the cookie-less world takes hold, and
  • Your questions!

request to join the next briefing

Ethics Policy Committee

Open to all ANA members with a marketing background and interest in ethics, best practices, and related compliance topics, the Ethics Policy Committee meets quarterly to review pending activities at the federal and state levels, review and provide input to shaping the Guidelines for Ethical Business Practices and related ethical standards, and learn about best practices and key topics in ethical marketing across the marketing ecosystem.

July 20th Ethics Policy
Via Zoom
Ethics Webinar Series

Join us as we explore how ethical marketing and best practices must play a key role in your marketing plans. Webinars feature leading marketing and advertising experts who will share best practices, tips, and compliance tools to help you be a force for good.

No events are currently scheduled. Please check back for future events or click the button below to see all available ethics webinar series.

Catch up on recent webinars:

Ethics Issue Alerts

The latest issues in marketing and ethics.

Spring into Your Marketing Campaigns with Green Tips for Earth Day and Every Day

by Lisa Shosteck, 2 months ago

As we approach Earth Day, April 22 2023, it is a good time to act as businesses, organizations, and consumers to maximize our limited resources, reduce our carbon footprint, and build trust in our industry as one that respects the environment.

Artificial Intelligence (AI) and Marketing Ethics

by Senny Boone, 2 months ago

With the advent of AI and synthetic media across the marketing ecosystem, ethics may not always be factored in and may instead become an afterthought. This can lead to risk for brands.

Additional Alerts from the Federal Trade Commission

Best Practices and Compliance Resources

A robust data compliance and accountability tool kit to elevate industry standard practices.

Ethical Business Practice Guidelines and Guidance

Also available as a PDF, these generally accepted principles of conduct reflect the marketing industry’s long-standing policy of promoting the highest levels of ethics in data stewardship and marketing.

List Management Tools

Effective and affordable data hygiene management and compliance tools to help you respect consumer marketing preferences and accelerate your sustainability journey.

Do Not Contact Lists:

Additional Tools:

Consumer Help and Resources

If you have questions about a marketing or fundraising offer or would like more information on how to better manage your marketing experience, please review our consumer toolkit and resources below.

ANA Members Recognize Ethical Practices as a Key to Success

Filing Complaints

The ANA is interested in hearing from you if you believe a direct marketing promotion or practice is questionable and may warrant a formal review by staff or the ANA Ethics Review Committee. The ANA receives and investigates complaints against member and nonmember organizations.

For questions or concerns, contact


Or, reach out to the Center for Ethical Marketing team directly:

Senny Boone
Senior Vice President

Lisa Shosteck
Consulting Director

Angela Tyree