The Mobile Marketing Association (MMA), which represents 650 member
companies worldwide, has released its Global Code of Conduct, designed
to provide guidelines that all Mobile Marketers should consider and
build their mobile marketing initiatives around.
The MMA Global Code of Conduct, or “the Code”, is intended to guide
companies within the mobile ecosystem so that they can effectively, and
responsibly, leverage the mobile channel for marketing purposes, whilst
always protecting the consumer experience.
Produced by the MMA’s NA Privacy Committee, with input from MMA
Regional Board of Directors in APAC, LATAM and EMEA, the Global Code of
Conduct updates the 2007 revision and aligns the Code with generally
accepted global privacy principles. It has five categories:
Notice – The fundamental principle of the MMA Privacy Code of Conduct,
informing users of the marketers’ identity or products and services
offered and the key terms and conditions that govern an interaction
between the marketer and the user’s mobile device.
Choice & Consent - Respecting the right of the user to control
which mobile messages they receive by obtaining consent (opt-in) and
implementing a simple termination (opt-out) process.
Customization & Constraint – Ensuring that collected user
information is used to tailor communication to the interests of the
recipient and is handled responsibly, sensitively and in compliance
with applicable law. Mobile messages should be limited to those
requested by the user and provide value such as product and service
enhancements, contests, requested information, entertainment or
discounts.
Security – The implementation of reasonable technical, administrative
and physical procedures to protect user information from unauthorized
use, alteration, disclosure, distribution, or access.
Enforcement & Accountability - The MMA expects its members to
comply with the MMA Privacy Code of Conduct and has incorporated the
Code into applicable MMA Guidelines, including the U.S. Consumer Best
Practice (“CBP”) Guidelines. Until the Code can be enforced effectively
by a third party enforcement organization, Mobile Marketers are
expected to use evaluations of their practices to certify compliance
with the Code.
“The MMA believes that strong consumer privacy standards are essential
to the success of mobile marketing by protecting mobile users from
unwanted communications on their mobile devices. It is only through
industry support of strong privacy guidelines that the power of mobile
marketing can reach its full potential,” said Russell Buckley, MMA
Global Board Chairman and Managing Director, Europe for AdMob.
“It is the heart and soul of the MMA to ensure a positive, consistent
consumer experience, encouraging marketers to get the consumer
interaction right first time round so that mobile interactions from
brands are not viewed negatively,” said MMA President Laura Marriott.
“The MMA Global Code of Conduct creates clear and consistent global
guidelines for the careful treatment of each and every consumer
interaction to help build a sustainable industry for mobile marketing.”
The MMA Global Code of Conduct can be downloaded at http://www.mmaglobal.com/codeofconduct.pdf.
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16/07/2008 - By www.netimperative.com