Top Story

e4m_logo.png

Home >> Digital >> Article

MMA releases Global Code of Conduct guidelines for use of mobile channels worldwide

16-July-2008
Font Size   16
Share
MMA releases Global Code of Conduct guidelines for use of mobile channels worldwide

Mobile Marketing Association (MMA), which represents 650 member companies worldwide, has released its Global Code of Conduct, designed to provide guidelines for mobile marketers. 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.

MMA is a global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. Produced by MMA’ss 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.

The fundamental principle of the MMA Privacy Code of Conduct is to inform 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.

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.

The implementation of reasonable technical, administrative and physical procedures to protect user information from unauthorised use, alteration, disclosure, distribution, or access.

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 US Consumer Best Practice Guidelines. Until the Code can be enforced effectively by a third party enforcement organisation, mobile marketers are expected to use evaluations of their practices to certify compliance with the Code.

Tags

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends

Baba Ramdev brought his sharp wits for an interview with e4m where he promised to disrupt more markets and spoke about he the way he created a brand through consistent and selfless work

GroupM is in talks with several digital clients currently with its other agencies to shift them to Essence, which is looking at a major expansion plan in 2018

Thomas, Chief Marketing Officer, Diageo India, gives us a peek into the marketing strategy for McDowell’s No 1 Soda, its creation of ‘No 1 Yaari Jam,’ their own set of 4Ps and importance of content

The live telecast of the match between India and Sri Lanka on Star Sports 1 Hindi, topped the Top 5 Programs with 3 million impressions

Meanwhile, Radio City and Radio Mirchi continued dominating Bangalore and Kolkata respectively

Voot, which is producing almost 4X content on an overall basis on the reality drama, is gunning for big numbers both on viewership and advertising revenue