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Robert Keitch of the Direct Marketing Association (DMA) UK says it's imperative that British direct marketers self-regulate in the area of data protection. In a MarketingWeek article, Keitch writes of a "growing political appetite" to reform data protection laws and says that, should a Tory administration come to power, data protection policies could become "weighted heavily in favour of protecting individuals' rights." "It is imperative that the UK direct marketing industry proves it is capable of managing its data security obligations and does not require excessive state intervention," Keitch writes. The DMA has launched an information security standard--DataSeal--aimed at helping companies demonstrate the adequacy of their data safeguards.
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