In conjunction with the announcement, the FTC launched a Web site to educate marketers about how to protect customer data.
"If you don't make respect for personal privacy and security of information a part of your corporate culture, I can assure you the FTC will be a part of your future," FTC Commissioner Orson Swindle said in a statement.
Separately, the DMA board approved mandatory member guidelines for information security.
"If a company leaves the door open, allowing personally identifiable information to be stolen or altered, it has not done its job in protecting its customer," said H. Robert Wientzen, president-CEO of the DMA. "Lose that trust, and consumers will deny you the information you need to build a good marketing relationship."