Sébastien Houzé about the role of FEDMA

Who we represent

We represent the Data-Driven Marketing in Europe!

1-to-1 marketing is a vital part of the European economy annually contributing over €100bn across the 28 member states. Businesses use 1-to-1 marketing to talk directly to existing and potential customers to promote products or services. It allows them to target people with a personalised message and is a cost-effective way to generate sales, build long-lasting relationships with customers and raise brand awareness.

It’s a data-driven industry that relies on consumer data to deliver targeted, relevant, timely messages and enhance the customer’s experience. The industry has a large presence offline and online, in the form of advertising mail, mobile, email, social media, online and telemarketing.

To find out more, consult our self-explanatory infographic

Our Focus

Data & Privacy

Chair Diana Janssen
Chair Sachiko Scheuing

Our Missions


Balanced Legal Framework

Fostering ethics and privacy

Respecting customers

Harnessing the potential of data

Our Principles

Be Honest and Fair

Organisations are expected to be honest and fair and offer a clear customer journey.

Organisations are expected to be clear with customers and prospects about why they collect data and how they intend to use it for marketing purposes.


Respect individuals

Organisations must act in accordance with all legal requirements relevant to the processing of personal data applicable to marketing activities; the processing must be based on a legal ground and provide the individuals with the rights they are legally entitled to, such as the right to object.

Organisations are expected to avoid irresponsible commercial communication. .


Be diligent with personal data

Organisations are expected to always treat customer and prospect data with the utmost care and respect.

Organisations are expected to take reasonable steps (such as by validation when necessary) to ensure that customer and prospect data are accurate and kept up to date.


Empower the customer

Customers and prospects should have access to organisations’ privacy policies providing an explanation relating to the processing of personal data for marketing purposes and their contact details enabling customers and prospects to interact with the organisation.

Organisations are expected, where possible, to give customers and prospects the possibility to express their preferences in receiving commercial communication through the different communication channels used by the organisation, and respect these. This can be done through the use of preference services lists (such as Robinson lists) where available.

Be accountable

Organizations must take responsibility for the processing of customer and prospect data in-house. When the data processing is partly or fully outsourced to a data processor, both the controller and the data processor should be responsible for ensuring that all the applicable legal provisions relating to such processing are compiled with unless a legal provision is explicitly assigned to either the controller or the processor.

Organisations must ensure that they employ appropriate security measures when processing customer and prospect data, taking into consideration the sensitivity of the data and technological state of the art.

Services and Benefits


  • Industry positions
  • Information
  • Defence & promotion of the industry


  • Self regulations
  • Code of conduct
  • Best practices
  • Implementation tools


  • FEAC
  • Standards
  • Network of knowledge
  • Network of schools


Meet the team to take you there.


Sébastien Houzé

Secretary General

A man must be big enough to admit his mistakes, smart enough to profit from them, and strong enough to correct them. John C. Maxwell



Géraldine Proust

EU Legal Affairs Manager

There are two ways of spreading light: to be the candle or the mirror that reflects it. Edith Wharton



Mathilde Fiquet

EU Legal Affairs Manager

Life is like a box of chocolate.



FEDMA Avenue des Arts 43 - 1040 Brussels
Phone: +32 2 779 4268 - Fax: +32 2 778 9922