Data breaches are the industrial accidents of the Information Age. That’s according to the Direct Marketing Association of SA (DMASA) which says there are risks to storing the information that powers the knowledge economy, just as there are risks to stockpiling the precursor materials of the industrial economy.
The good news, however, is that information-related accidents can be largely prevented in the same way industry has dealt with workplace accidents. “Watertight policies, processes and procedures that ensure error-prone human beings will check and check again are the only way to keep stored information resources safe,” says DMASA CEO David Dickens
DMASA member Experian South Africa this week experienced a serious data breach after a hacker posed as a legitimate client to gain access to the personal information of millions of South Africans. The credit bureau said identity numbers and residential addresses were amongst the information compromised by the now identified hacker.
Mr Dickens said it was opportune that the data breach occurred shortly after recent media pronouncements that the Protection of Personal Information Act 4 of 2013 was now largely in force. “DMASA members like Experian have invested enormous amounts in both time and resources to comply with the letter and spirit of the POPI Act well before the July 2021 deadline. It’s therefore upsetting to learn that a single person has attempted to effectively sabotage our post-Coronavirus recovery,” he says. Mr Dickens notes that the information was recovered.
He explains that DMASA information interventions like the non-profit’s Data Protection Compliance Programme (DPCP) offer members tools to stay on the right side of the POPI Act such as online risk assessments and training opportunities to boost knowledge transfer within the direct and integrated marketing (IDM) sector.
These resources and others have been years in development and have helped the DMASA’s 300-plus members and many others become more systematic and process-driven when it comes to the safe storage of consumer data.
“Complacency is the enemy of the safe storage of personal information. We urge everyone involved in the storage of personal information to use this latest reminder of the dangers posed by cybercriminals to regularly implement additional measures to safeguard data,” concludes Mr Dickens.
The DMASA is recognised by the National Consumer Commission which enables it to manage consumer complaints within the direct marketing space on behalf of over 300 members. Since its 2005 founding, DMASA members have also benefitted from lobbying activities which have helped influence policy around integrated and direct marketing. To help ensure continued responsible access to consumers, the DMASA enforces its Code of Principled Marketing according to which all members must adhere, while also promoting data protection compliance and professional development through the DMASA e-Learning Academy. Finally, the well-regarded 22 year-old Assegai Awards and many regular events cap the DMASA’s networking and knowledge-transfer activities on behalf of members.