As a leader in self-regulation, the ANA, through the Center for Ethical Marketing, helps businesses build brand and consumer trust through best practices, guidelines, guidance, compliance services, and committees. The Center seeks to educate, elevate, and advance accountability for the industry and mediate consumer complaints.
Be an ethics advocate for your company or organization – join the Ethics Code Steering Committee, ANA Ethics Policy Committee or contact staff to learn how you can get more involved.
ANA Marketing Code of Ethics: Draft Edition
We're excited to unveil the draft edition of the ANA Marketing Code of Ethics, a framework of high-level principles, guidelines, resources, and examples of ethical marketing and advertising best practices applicable to all entities engaged in marketing, advertising, and fundraising.
This is an evolving document, available for review and feedback below. We're in the process of finalizing and formatting the Code and anticipate the first edition to be publicly available July 2024. The Ethics Code Steering Committee will also reconvene to further enhance the "AI" and "Diversity and Inclusion" sections.
If you are interested in participating in this effort, please contact us through the Code's feedback form or by email at ethics@ana.net.
Our Services
Go beyond what's legal – do what's right.
Global marketing companies and service providers: select ANA as your approved mediator and compliance provider for international data transfers.
View the annual ANA Privacy Shield Reports:
Subscribe to ANA’s data hygiene tools, which can save thousands of dollars in prospect promotional mailings while being responsive to consumers, building brand trust, and helping the environment.
ANA serves as one of the compliance arms to the Digital Advertising Alliance’s interest-based advertising opt-out program. Contact staff with any compliance questions.
Connect with the ANA Community
Stay ahead of the regulatory curve.
ANA Center for Ethical Marketing Briefing Request
These briefings are an opportunity for members to ask questions and learn more about the ANA's compliance services, resources, and hot topics of the day, including:
- Self-regulatory efforts across digital, AI, direct marketing, email, and more.
- ANA's data hygiene tools, such as our signature prospect mail opt-out list, DMAchoice.org – a trusted best practice in the industry used nationally by top brands and data providers.
- Data privacy and compliance as the cookie-less world takes hold, and
- Your questions!
Ethics Policy Committee
Open to all ANA members with a marketing background and interest in ethics, best practices, and related compliance topics, the Ethics Policy Committee meets quarterly to review pending activities at the federal and state levels, review and provide input to shaping the Guidelines for Ethical Business Practices and related ethical standards, and learn about best practices and key topics in ethical marketing across the marketing ecosystem.
| July 11 |
FUNdamentals of Ethical Marketing: Strategies for Reaching Older Adults 30 Minutes |
| August 1 |
Ethics Code Unveiled 30 Minutes |
Ethics Webinar Series
| July 11th |
FUNdamentals of Ethical Marketing: Strategies for Reaching Older Adults 30 Minutes |
| August 1st |
Ethics Code Unveiled 30 Minutes |
| December 4th |
December Ethics Code Update 30 Minutes |
Take Ethical Marketing to Another Level
Be an ethics advocate for your company or organization – join our LinkedIn group to share best practices, tips, and your concerns about ethical marketing practices. Help us help others do the right thing.
Ethics Issue Alerts
The latest issues in marketing and ethics.
Honoring Consumers’ Marketing Preferences: The Right Thing to Do
The ANA Center for Ethical Marketing is committed to advancing an ethical marketing ecosystem. Our mission is clear: to promote accountability, protect advertising and marketing freedoms, and build consumer trust. This ethics alert focuses on the need for companies and organizations to instill consumer trust and meet the consumers where they are by honoring their marketing preferences.
Text Marketing: Highly Regulated and Needs Permission
Consumers are likely to believe that the texts received are legitimate and from a trusted source. Unfortunately, consumers have been inundated with so-called unwanted “robocalls” and “robotexts” over many years.
Additional Alerts from the Federal Trade Commission
Best Practices and Compliance Resources
A robust data compliance and accountability tool kit to elevate industry standard practices.
Ethical Business Practice Guidelines and Guidance
Also available as a PDF, these generally accepted principles of conduct reflect the marketing industry’s long-standing policy of promoting the highest levels of ethics in data stewardship and marketing.
List Management Tools
Effective and affordable data hygiene management and compliance tools to help you respect consumer marketing preferences and accelerate your sustainability journey.
Do Not Contact Lists:
- Deceased Do Not Contact List
- Do Not Call List (National)
- Do Not Call List (Pennsylvania)
- Do Not Call List (Wyoming)
- Email Opt-Out List
Additional Tools:
Key Regulators, Regulations, Industry Partners, and Government Agencies
ANA Members Recognize Ethical Practices as a Key to Success
Filing Complaints
The ANA is interested in hearing from you if you believe a direct marketing promotion or practice is questionable and may warrant a formal review by staff or the ANA Ethics Review Committee. The ANA receives and investigates complaints against member and nonmember organizations.
Additional Complaint Resources and Reports
Take the Next Step
Contact the Center for Ethical Marketing team for any questions or concerns