This week, the Mobile Marketing Association (MMA) released its Global Code of Conduct, a first in the organization’s history.
The MMA recommends that all mobile marketers consider and build their mobile marketing initiatives around the guidelines. The guidelines were produced by MMA’s North American Privacy Committee with input from MMA regional directors in the Asia/Pacific, Latin American and the Europe/Middle East and Africa regions.
The guidelines address areas such as informing consumers of key terms and conditions, respecting the right of the user to control which mobile messages they receive, responsible use of user information and reasonable security procedures to protect customer information.
It’s important that the guidelines be global in nature because while many content providers might be based in the United States, for example, they’re doing business around the world. The MMA wants to protect consumer privacy first and foremost, regardless of the country of origin, said MMA President Laura Marriott.
The MMA requires all members of the association to adhere to the guidelines, so as part of their membership, they agree to do so, she said. Carriers independently monitor content as well using auditing firms.
Last week, the MMA released version 3.3 of its U.S. Consumer Best Practices (CBP) Guidelines for cross-carrier mobile content services. Those guidelines are updated twice annually. Modifications this time around included clarifications around promotional content and marketing to children, expansion of and clarification of Free To End User (FTEU) and standard and premium rate messaging.
Marriott in June announced her resignation from the MMA. The search for her successor is under way, but Marriott said she will continue to assist in the transition and will serve on the MMA Global Board of Advisers for at least two years. She has not yet announced what she plans to do after leaving as president but said she wants to stay in the wireless industry.