The Mobile Marketing Association (MMA), which represents 650 member companies worldwide, has released a Global Code of Conduct, designed to provide guidelines that all mobile marketers should consider and build their mobile marketing initiatives around. The MMA Global Code of Conduct 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.
Produced by the MMAs North American Privacy Committee, with input from MMA Regional Boards 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. It has 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 users 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.
Customization & 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, the MMA says that mobile marketers are expected to use evaluations of their practices to certify compliance with the Code.
The MMA believes that strong consumer privacy standards are essential to the success of mobile marketing by protecting mobile users from unwanted communications on their mobile devices, says Russell Buckley, MMA Global Board Chairman and Managing Director, Europe for AdMob. It is only through industry support of strong privacy guidelines that the power of mobile marketing can reach its full potential.
The MMA Global Code of Conduct can be downloaded here.