Center for Ethical Marketing | ANA

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 Ethics Code Steering Committee, 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.

ANA DPF Dispute Resolution logo

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:

2023 | 2022  |  2021  |  2020  |  2019

DMAchoice logo

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)

Digital Advertising Alliance logo

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.

Connect with the ANA Community

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, DMAchoice.org – 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.

February 29th Ethics Policy
Via Zoom
March 20th Ethical Marketing FUNdamentals: Data Privacy and Consumer Choice
30 Minutes
Ethics Webinar Series
Brought to you by the ANA Center for Ethical Marketing, join us as we explore how ethical marketing and best practices must play a key role in your marketing plans.
March 20th Ethical Marketing FUNdamentals: Data Privacy and Consumer Choice
30 Minutes
June 13th June Ethics Code Update
30 Minutes
November 7th November Ethics Code Update
30 Minutes

Take Ethical Marketing to Another Level

Be an ethics advocate for your company or organization – join our LinkedIn group to share best practices, tips, and your concerns about ethical marketing practices. Help us help others do the right thing.

Learn more and join


Ethics Issue Alerts

The latest issues in marketing and ethics.

Ethical Practices Advance Growth — 2023 ANA Compliance Report Published

1 month ago

The ANA's latest report on ethics compliance reviews the types of consumer marketing ethical inquiries involving direct and digital advertising, including privacy, that were processed by our ethics team and Committees in 2023.

Using Testimonials, Endorsements, and Consumer Reviews in Marketing

by Senny Boone, 1 month ago

Self-regulation and ethical marketing are at the core of building consumer trust and loyalty. This ethics update series focuses on key consumer marketing issues to highlight the ethical standards of applicability and to assure best practices are communicated and followed.

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.

Take the Next Step

Contact the Center for Ethical Marketing team for any questions or concerns

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