Mobile marketing code of conduct launched
Internet Marketing
17 July 2008
Mobile marketers can now look to a new code of conduct when formulating their strategies.
Unveiled by the Mobile Marketing Association (MMA), the code covers key areas such as user privacy, data handling, consent and notice.
Companies such as Yahoo!, AOL, Microsoft, US Cellular, Qualcomm and Verizon Wireless, among others, contributed to the creation of the code.
The launch of the code follows a report from Nielsen Mobile suggesting that use of the mobile internet has grown to the extent that it is now at "critical mass" for the deployment of marketing over this channel.
Commenting on the launch of the new code of conduct, MMA president Laura Marriott said: "It is the heart and soul of the MMA to ensure a positive, consistent consumer experience, encouraging marketers to get the consumer interaction right first time round so that mobile interactions from brands are not viewed negatively."
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