Mobile Marketing Association updates Global Code of Conduct

The Mobile Marketing Association (MMA) have released a set of guidelines that "address the effective and responsible use of the mobile channel world wide." The MMA represents around 650 member companies worldwide in around forty countries and was established to grow mobile marketing and its associated technologies.

The updated Global Code of Conduct includes 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.
• Customisation & 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 4 page PDF can be downloaded from their site here

MMA’s press release

Posted By Shane Williamson