Monday, December 6, 2021

DIRECT MARKETING ASSN. OUTRAGED OVER 60 MINUTES REPORT

March 10, 2014 by · Leave a Comment 

The Direct Marketing Association (DMA) has slammed Sunday night’s 60 Minutes report about data brokers, who, the news magazine said, engage in “collecting, analyzing and packaging some of our most sensitive personal information and selling it as a commodity.” The DMA said that it “strongly objects” to the report by correspondent Steve Kroft, which it called an “unbalanced, heavily negative depiction” of the industry. It insisted that it continues to “fight on the side of consumer value, transparency in data collection and use, ethical and responsible marketing, and innovation.” However, far from exhibiting transparency, Kroft said, the largest direct-marketing company, Acxiom, refused 60 Minutes‘s request for an interview and was vague in response to questions about its methods of data collection.