4A’s MSA Guidance: Data Security – The Rules of the Road

Members of the 4A’s finance, legal, technology and compliance communities believe that it is in the best interest of both agencies and clients to provide information on predominant agency data security and confidentiality practices. Industry subject matter experts from the 4A’s community developed the 4A’s MSA Guidance: Data Security – The Rules of the Road as a tool to provide agency management with a framework for evolving discussion on master service agreements (MSA) data security considerations and predominant industry practice.

Background
Agency-client business arrangements, including MSA terms and considerations related to data security arrangements, have become increasingly complex. The extensive discussion within the marketing services community related to agency-client data security and confidentiality MSA terms, as well as the nuances associated with structuring appropriate data security protocols, policies and contractual arrangements, can be daunting. Consequently, there is a need for legal and subject matter expert discussion of industry practices and considerations.

The association’s guidance, 4A’s MSA Guidance: Data Security – The Rules of the Road, does not attempt to describe all data security MSA considerations that may arise and it is not a substitute for competent legal advice. The publication provides a guide to agency data security MSA predominant practices and suggests considerations associated with frequently asked data security questions.

 

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