DMA opposes legislative and regulatory proposals that take a one-size-fits-all approach. Instead, DMA supports legislation that is targeted at specific problems, because one solution is not suitable for all circumstances.

DMA is very active in fighting regulations that would dictate the specific types of choice that marketers offer for use of consumer data.  Different communication channels require different forms of notice – notice on the telephone is different from notice on a website, in a catalog or in a tweet.  What is important is the principle that consumers be informed of how data is being used and be given related choices.  The type of data determines the type of choice marketers should offer consumers.  For example, use of consumers’ bank account information to charge for goods requires a higher level of choice than using a name and delivery address to send a mail offer. 

Specifically, DMA opposes efforts requiring “opt-in” choice by consumers in all instances.  "Opt-out" standards are usually most beneficial to the interests of both consumers and marketers.  While certain types of data – such as financial and specific health data of individuals – require greater consent from consumers, a general “opt-in” regime would stifle innovation and jobs created through Internet commerce.

DMA has and will continue to support and promote self-regulation for privacy and marketing issues rather than the more cumbersome and slow-changing model of government regulation.