New code of conduct for mobile marketing
The Mobile Marketing Association (MMA) has published its new Global Code of Conduct, designed to provide guidelines around which mobile marketers can plan and carry out their marketing campaigns.
The code of conduct was created to help companies more effectively and responsibly use the mobile channel for marketing while protecting personal privacy and ensuring a better overall experience for the consumer.
Produced by the MMA's North American privacy committee, with additional input from MMA directors in the Latin America, Asia-Pacific, and EMEA regions, the code of conduct updates the MMA's 2007 guidelines and aligns the code with today's generally accepted global privacy principles.
Key principles There are five specific categories of guideline:
- Notice The fundamental principle of the new code is to clearly inform consumers about the marketer's identity, products and services offered, and key terms and conditions of the marketer's interactive with the consumer's mobile device.
- Choice and consent Marketers should respect the right of the consumer to control which mobile messages they receive by obtaining specific opt-in consent and implementing a simple and effective opt-out process.
- Customisation and constraint Marketers should ensure that any consumer information collected is used to tailor communications to suit the interests of the recipient, and that all data is handled responsibly, sensitively, and in compliance with all applicable laws. Mobile messages should be limited to those requested by the consumer, and should provide value such as product or service enhancements, contests, requested information, entertainment, or discounts.
- Security Marketers should implement reasonable technical, administrative and physical procedures to protect consumer information from unauthorised usage, alteration, disclosure, distribution, or other access.
- Enforcement and accountability The MMA expects its 650+ members to comply with the new code of conduct, and has now incorporated the code into its various official guidelines, including the US Consumer Best Practice Guidelines.
According to MMA Global chairman Russell Buckley, "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 for strong privacy guidelines that the power of mobile marketing can reach its full potential."
Download the code The full MMA Global Code of Conduct has been made available for download from the MMA's web site - click here (PDF document).
The MMA developed the code in cooperation with Acxiom, Ad Infuse, AOL, AT&T Mobility, Chappell & Associates, iLoop Mobile, InfoSpace, ipsh!, Microsoft MSN and Windows Live, Motricity, Neustar, Pelago, Procter & Gamble, Qualcomm, Safecount, TxtGroups, US Cellular, VeriSign, Verizon Wireless, Vindigo, Wired Assets, Xiam, Yahoo! and Zoove.