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.