Contemporary Marketing, 2013 Update 15th Edition by Louis Boone ,David Kurtz

Exercise 22

Consumer groups sometimes object to marketers' methods of collecting primary data from customers. They disagree with such means as product registration forms; certain types of games, contests, or product offers; and "cookies" and demographic questionnaires on company websites. Marketers believe these tools offer them an easy way to collect data. Most strictly control the use of such data and never link identifying information with consumers' financial or demographic profiles. However, the possibility of abuse or error always exists. Research the code of ethics of the American Marketing Association (AMA). Especially note the guidelines for use of the Internet in marketing research.
Do you think the AMA's code of ethics would be violated if marketers compiled a mailing list from information provided on warranty and product registration cards and then used the list to send customers new-product information? Why or why not? Does your opinion change if the company also sends list members special discount offers and private sale notices?