Data & Ethics: Data Preferences

Starting July 2018, the DMA began enforcing Data Standards 2.0 updates to its longstanding self-regulatory rules governing ethical marketing practices. In this course, the DMA’s Advocacy and Accountability leaders will walk you through the critical issues pertaining to data preferences and permissioning requirements as covered in DMA’s self-regulatory guidelines – and what you need to know in order to remain in compliance.

Instructors will review the different types of data preferences, consent, and how to obtain consent properly across each channel. Learn the history behind consent and the tools that DMA provides to support proper self-regulation.

Who is this Course For?

Junior, middle, and senior marketer levels – all those interested in data and ethics data preferences.

Course Outline

Lesson 1: Permissioning: Data Preferences & Honoring Consumer Preferences

    • DMA Accountability background
    • Member Guidelines & Principles
    • Consumer Preferences Background

Lesson 2: Consent & Permission

    • Types of Consent
    • Obtaining permission properly

Lesson 3: Permission by Channel

    • Direct mail
    • Email
    • Faxing & telemarketing

Lesson 4: Consent in Digital Marketing

    • What is “consent” in digital marketing?
    • Internet-based advertising

Estimated Length of Completion:

Approximately 30 minutes

Download the full benefits here

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Individual Nonmember
Registration Client-Side Tier $0 Platinum Tier $0 Gold Tier $49 Silver Tier $79 Individual $149 Nonmember N/A



Senny Boone

General Counsel, SVP, Compliance & Ethics, DMA division of ANA

As the internal General Counsel for the DMA division of the ANA, Ms. Boone leads the organization’s efforts in ethics, compliance and best practices for the data-driven marketing community. She has over 25 years of communications law experience spanning the range of marketing and fundraising issues. She manages Board-level Committees on DMA’s ethical guidelines, the policing of members’ compliance with the guidelines, and reviews best practices with marketing practitioners. She leads educational efforts on topics of interest on corporate & social responsibility, and works with DMA members on marketing and fundraising compliance. Since 2002, Boone leads the DMA’s Nonprofit Federation (DMANF) of nearly 400 nonprofit organizations and fundraisers before Congress, state and federal regulatory bodies to protect charitable speech. Since 2012 she helps oversee the DMA’s Email Experience Council, an organization of responsible email marketing practitioners. Prior to DMA Boone worked on behalf of newspaper publishers on media policy and communications law issues at the National Newspaper Association.

Boone has a Juris Doctor from Catholic University in Washington, D.C. and a B.A. in Journalism cum laude from Temple University in Philadelphia, Pennsylvania. She is an adjunct professor on marketing ethics at Georgetown University’s School of Continuing Studies. She is a member of the District of Columbia Bar & New Jersey Bar.

Mrs. Boone was honored as a “Top Woman in Fundraising” by Fundraising Success Magazine in 2006. She resides in Southern Maryland with her husband and daughter. Boone is a classically trained ballet dancer.


Lisa Shosteck

Accountability Managing Consultant, DMA Privacy Shield Program Administrator

Director, Email Experience Council, DMA division of ANA

Lisa is a senior marketing privacy and compliance professional with over 15 years of experience. She works with dedicated volunteers on the DMA’s Committee on Ethical Business Practice Enforcement to educate, mediate and enforce DMA Guidelines. Lisa works to promote ethical business standards by providing learning and networking opportunities in the marketing community; developing industry and consumer compliance and educational tools that comply with applicable federal laws, regulations and Guidelines; and crafting strategic initiatives designed to reinforce consumer confidence in the power of industry to self-regulate effectively.

In addition, she administers the DMA Privacy Shield Program and serves as the Director, for DMA’s email marketing arm -- the Email Experience Council. EEC’s mission is to promote the effective and ethical use of email marketing through thought leadership, education, networking and advocacy. She oversees the EEC Board and Subcommittees that serve under the Board to set and execute priority projects while managing member and sponsor benefits; EEC’s website; event promotions and email communications including the bi-weekly EEC e-newsletter.