The Direct Marketing Association postponed the update of Guidelines for Ethical Business Practice and instead issued 10 principles yesterday on how DMA members should conduct marketing and customer relationships, DM News reports. Those principles provide an ethical framework for the 51 articles that constitute DMA's guidelines. Among the 10 principles: DMA members should clearly, honestly and accurately represents its products, services, terms and conditions; deliver products and services as represented; maintain appropriate security policies and practices to safeguard information; honor requests not to receive future solicitations and not to have personally identifiable information transferred for marketing purposes.