With the introduction of the new Australian privacy legislation less than a month away, the ADMA has launched draft Guidelines for Use of Data in Direct Marketing.

The ADMA (Australian Direct Marketing Association) anticipates that its guidelines will compliment the National Privacy Principles set out by the Privacy Commissioner.

ADMA CEO Rob Edwards said the guidelines address core issues which would help businesses improve the manner in which they collected, held, and used data. This includes when and how data should be distroyed.

He describes the ADMA's guidelines as setting out a benchmark for best practice in the industry, particularly because they cover the full cycle of customer data.

The guidelines set out 10 principles, covering aspects such as openness, access and correction, trans-border data flows, and sensitive information.

Edwards believes the new Privacy Act which is about to come into force will result in cleaner databases and fewer complaintsââ,¬"a result of organisations being forced to focus on issues such as security, accuracy, quality, and integrity.

He thinks most companies, particularly larger organisations, are a fair way along with preparing for the legislative changes. -But the reality is [that] post December 21 consumers now have the right to access company information and obviously they're going to have more control over that information as well," Edwards said.

The ADMA's guidelines are due to be finalised by the end of February next year. The organisation is currently gathering input from business, consumer, and government.

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