Ethical Data & Marketing Practices Certificate Program

Starting July 2018, the DMA began enforcing the Data Standards 2.0 updates to its longstanding self-regulatory rules governing ethical marketing practices – DMA’s Guidelines for Ethical Business Practice.

In this certificate program, you will be trained on the key components and most recent updates to the DMA Guidelines, ensuring that your company remains compliant and is not left behind in the face of evolving challenges to data protection. Learn the critical issues pertaining to good data governance as it relates to all aspects of marketing – by channel, audience, and geography. Special case studies and recent examples of hacks and data breaches are employed to underscore the importance of implementing an effective organization-wide data protection strategy.

As an industry, we must remain vigilant when it comes to protecting the self-regulatory framework that governs our ability to access and use marketing data responsibly. Because dishonest, misleading, or offensive communications discredit all means of advertising and marketing, observance of these Guidelines by all concerned is necessary. Learn what you need to know in order to remain in compliance for these newer technologies and regulatory frameworks.

This certificate program is limited to ANA members only.

Learning Experience

This program includes courses with a narrated PowerPoint slide presentation format and are partially interactive. Active course participation is limited and includes assessments, minimal or no knowledge checks, activities, or resources/tools. See each course outline for more details.

Who is this Certificate Program For?

Junior, middle, and senior marketer levels – all those interested in ethical data and marketing practices.

Certificate Program Outline

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Course: Data & Ethics - Data Standards 2.0 Fundamentals

DMA’s Data Standards 2.0 initiative brought dozens of companies together to collectively review and update the standards that guide the marketing industry in the responsible use of data. In this course, instructors provide an overview of these critical updates, and answer general questions on compliance and implementation of the standards.

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Course: Data & Ethics - Marketing Offers, Terms & Conditions

Instructors discuss in particular the articles from DMA’s Guidelines for Ethical Business Practices related to marketing offers, advanced consent marketing, special offers and claims and sweepstakes.

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Course: Data & Ethics - Privacy Landscape & Privacy Compliance

Understand the key issues pertaining to privacy policy requirements and recommendations as instructors walk you through the necessities of a compliant data privacy policy and how you should be sharing that policy with consumers. Key regulations governing the marketing privacy landscape – as well as a number of examples from across different marketing channels and sectors – are also reviewed.

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Course: Data & Ethics - Data Preferences

Walk through issues pertaining to data preferences and permissioning requirements as covered in DMA’s self-regulatory guidelines. 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.

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Course: Data & Ethics - Data Security, Data Stewardship & Sensitive Data

Review the critical issues pertaining to data handling requirements for sensitive categories of consumers as instructors discuss the legal and regulatory framework for data and the importance of self-regulation, especially in the handling of data for sensitive or vulnerable populations.  A special case study from Highlights for Children’s Vice President of Government Relations, Information Security, and Privacy will showcase the importance of creating a culture for data security within any organization.

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Course: Data & Ethics - The Future of Data

Learn the keys to good data governance in the areas of artificial intelligence (AI) in marketing, internet of things (IoT) marketing, the General Data Protection Regulation (GDPR) and the EU-U.S. Privacy Shield.

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Assessment: Ethical Data & Marketing Practices

Estimated Length of Completion

Approximately 5 hours. This timing reflects basic run time, but seat time varies by user and could be significantly longer.

Note: When you register for a Certificate or Certification Program you will automatically be registered for all the Courses listed in the Program.  All Courses in the Program will only be available through the Certificate or Certification Program listed in your Enrollments on the learning portal where you access your on-demand training. You will not see the individual Courses listed in your Enrollments on the learning portal, nor will you be able to register for them individually once enrolled in a Certificate or Certification Program that includes them.

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Individual Nonmember
Registration Client-Side Tier $0 Platinum Tier $0 Gold Tier $299 Silver Tier $399 Individual $699 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.


Emmett O'Keefe

SVP of Advocacy, Co-Executive, DDMI, DMA division of ANA

Emmett O’Keefe is the Senior Vice President of Advocacy in the DMA division of the ANA. In this role, he heads the Washington, D.C. office and leads DMA’s advocacy efforts at both the state and federal levels. Emmett has more than twenty years of experience working on policy matters, building relationships, and developing advocacy strategies to successfully advance legislative and regulatory priorities.

Before joining DMA, Emmett has held a range of leadership positions in industry – including Amazon and Cablevision Systems Corporation – and in the U.S. Congress.

He joins DMA from Cablevision where he led federal lobbying efforts as Vice President, Federal Affairs. Before Cablevision, he served for nearly eight years as a Director of Federal Public Policy at Amazon where he was responsible for developing policy positions and representing the company before policy-makers. Prior to Amazon, he spent more than a decade on Capitol Hill as a senior legislative aide to members of the House and Senate Commerce Committees; serving as a Senior Leadership Advisor to Senator Byron Dorgan and as Legislative Director to Representative Ron Klink.

Emmett holds a Bachelor of Arts degree in English and Political Science from Marquette University and a Juris Doctorate from the Howard University School of Law. He resides in Kensington, Maryland with his wife and their two children.



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.


Kelly DeMarchis Bastide

Partner, Venable LLP

Kelly DeMarchis Bastide is a partner in Venable‘s E-commerce, Privacy, and Cybersecurity Group, where she advises and represents clients on issues related to privacy and e-commerce. Ms. Bastide concentrates on U.S. and global personal data privacy and security. She provides advice to companies responding to data breaches and has extensive experience assisting clients in maintaining compliance with a number of U.S. privacy and security laws and regulations, including state breach notification laws, the Children's Online Privacy Protection Act (COPPA), the Fair Credit Reporting Act (FCRA), the Health Insurance Portability and Accountability Act (HIPAA), the Financial Privacy Provisions of the Gramm-Leach Bliley Act (GLBA), and other related federal and state laws. She has also worked with clients on questions related to global data protection and advises clients on compliance with the EU-U.S. and Swiss-U.S. Privacy Shield Frameworks and the EU General Data Protection Regulation (GDPR).

Ms. Bastide also concentrates her practice on e-commerce for both online and brick-and-mortar clients, and has provided advice to clients on many related statutes, such as the Computer Fraud and Abuse Act, the Digital Millennium Copyright Act, the Electronic Communications Privacy Act, CAN-SPAM, E-SIGN, the Communications Decency Act, and the Stored Communications Act.

Ms. Bastide has extensive experience with the laws governing remote gaming and gambling and has represented both gaming operators and online payment processors. Ms. Bastide also has extensive experience with investigations and enforcement actions into these matters by the Federal Trade Commission, other federal agencies, and state attorneys general.