Does Your Marketing Strategy Comply With Proposed Data Protection Bill?

In September 2011, U.S

In September 2011, U.S. Senator Richard Blumenthal introduced the Personal Data Protection and Breach Accountability Act in response to the more than nine million Americans who fell victim to identity theft in 2010. If passed, the bill will hold companies accountable for safeguarding personal data associated with consumer lists and consumer email lists, as well as require them to inform customers of any security breach and offer assistance if their personal information has been compromised. Failure to comply with the law would result in large fines and possibly jail time.

In light of this proposed bill, companies with consumer lists and email lists for more than 10,000 people will have to ramp up the manner in which they secure customer data. Such companies would have to adhere to guidelines about the storage of consumer lists and email list enacted by the Federal Trade Commission. These guidelines also include a mandate to audit the information security practices of third party business entities, for example when companies employ a contractor to handle their consumer lists and consumer email lists for marketing.

Despite the proposed regulations and repercussions, companies should not be too concerned about implementing marketing campaigns against their consumer lists and consumer email lists. They will just have to increase their reporting and documentation regarding to whom and how they send email to enable them to be prepared for dealing with the new regulations. The bill would require companies to notify individuals on their consumer lists and email lists and all consumer reporting agencies if personal information for more than 5,000 persons is believed to be at risk. So, without clear records of whose personal data may have been compromised, companies will have difficulty complying with this aspect of the bill.

Its important to note that the proposed law isnt just about threatening companies into compliance. It will also help ensure that organizations follow the correct data storage procedures for their consumer lists and consumer email lists, preventing them from the glare of negative press coverage and loss of business associated with a data security breach.

To help prevent such an occurrence, regardless of whether the bill passes or not, companies need to be confident that they are in compliance with all current laws and are able to adapt to future changes. By working with a proven professional company like Redi-Data, companies can be sure their consumer lists and email lists are handled securely and in accordance with the latest rules and regulations.

by: Cindy Lanzendoen

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