Data & Ethics: Marketing Offers, Terms & Conditions

Topics addressed in this course include:

    • Review of the DMA Guidelines for Ethical Business practices 10 principles
    • Requirements for marketing offers including how to handle sponsors, solicitation, the use of artwork, and more
    • Requirements for special offers and claims, including the use of the word “Free”
    • Requirements governing sweepstakes
    • Self-regulation and the DMA Ethics Committe

This course is limited to ANA members only.

Learning Experience

This is a narrated PowerPoint slide presentation format course and is partially interactive. It provides real-world practitioner-led learning. Active course participation is limited and includes assessments, minimal or no knowledge checks, activities, or resources/tools.

Who is this Course For?

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

Course Outline

Lesson 1: Overview

    • Why data governance is important
    • DMA Accountability – Provisions and tools

Lesson 2: Review of the DMA Guidelines for Ethical Business Practices

    • Principles 1 – 10
    • Self-regulation in the marketing community

Lesson 3: DMA’s Articles – Offers, Terms & Conditions

    • Key terminology from the Guidelines defined
    • DMA Guideline articles that apply to terms of a marketing offer
    • Advanced consent marketing
      • Special offers and claims
      • Fulfillment

Lesson 4: Sweepstakes

    • Overview
    • Ethical Guidelines for Sweepstakes
    • Bad Practices
    • Examples of non-compliant sweepstakes cases

 Lesson 5: Collection, Use and Maintenance of Marketing Data

    • Marketing lists
    • Actions taken by DMA Ethics Committee against non-compliant companies
    • Marketing and self-regulation resources

Estimated Length of Completion

Approximately 80 minutes. This timing reflects basic run time, but seat time varies by user and could be significantly longer.

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 biweekly EEC e-newsletter.