As a leader in self-regulation, the ANA Center for Ethical Marketing, helps empower businesses to build brand and consumer trust through best practices, guidelines, guidance, compliance services, and committees. The Center is dedicated to educating, elevating, and advancing accountability for the industry, as well as mediating consumer complaints.
Be an ethics advocate for your organization – join the Ethics Code Steering Committee or the ANA Ethics Policy Committee. Contact our staff to learn how you can get more involved.
ANA Ethics Code of Marketing Best Practices
Be an ethics advocate for your organization – review the ANA Ethics Code of Marketing Best Practices. This comprehensive framework provides a roadmap for brands to engage in ethical marketing, covering both existing standards and emerging areas like AI. It includes high-level principles, guidelines, resources, and examples of ethical marketing and advertising best practices applicable to all entities engaged in marketing, advertising, and fundraising, all shaped by your peers on the Ethics Code Steering Committee, which will periodically reconvene to further enhance the Code.
We enforce the Code through our self-regulatory program, offering education, tools, and compliance and mediation services for ethical marketers and consumers. We publicly report on the findings and efforts of our staff and Ethics Committees to promote ethical marketing and ensure transparency and accountability.
If you are interested in participating in our self-regulatory efforts, please contact us at [email protected] or explore the resources below.
Our Services
Go beyond what's legal – do what's right.
Global marketing companies and service providers: select ANA as your approved mediator and compliance provider for international data transfers.
View the annual ANA Compliance Reports:
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.
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 Briefing Request
These 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!
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.
| August 6 |
Ethics Policy Via Zoom |
| November 5 |
Ethics Policy Via Zoom |
Ethics Webinar Series
| September 24 |
Ethics FUNdamentals 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.
Ethics Issue Alerts
The latest issues in marketing and ethics.
Why 'Made in USA' Claims Deserve Close Attention
FTC enforcement of "Made in USA" claims is intensifying as consumer trust and regulatory scrutiny converge. Marketers are reexamining origin claims, substantiation, and internal review processes to ensure advertising remains truthful, accurate, and not misleading.
Online Customer Reviews: The Good, the Bad, and the Ugly
Online customer reviews build trust but pose growing ethical and legal risks. This ethics alert outlines best practices, FTC rules, and ANA guidance to help marketers manage reviews responsibly.
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
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:
- Do Not Mail List (National)
- Deceased Do Not Contact List
- Do Not Call List (National)
- Do Not Call List (Pennsylvania)
- Do Not Call List (Wyoming)
- Email Opt-Out List
Additional Tools:
Key Regulators, Regulations, Industry Partners, and Government Agencies
- California Consumer Privacy Act (CCPA)
- CAN-SPAM Act of 2003
- Canada’s Anti-Spam Legislation (CASL)
- Consumer Financial Protection Bureau
- Digital Advertising Alliance
- Federal Communications Commission
- Federal Trade Commission
- 2025 FTC and FCC Enforcement Cases (PDF)
- State Attorneys General
- U.S. Department of Commerce
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.