The Mobile Marketing Association (MMA) has announced the opening of its global Mobile Advertising Guidelines for public feedback. The guidelines are designed to encourage the uptake of mobile advertising by brands worldwide, whilst enhancing and protecting the customers experience, by creating a framework for brands and media companies to deliver mobile advertising in a positive and consistent way.
The opportunity for public comment will remain extends until 5pm GMT on 5 September 2008, at which point the feedback will be reviewed and the document finalized, with the release of the updated guidelines planned for early October 2008. The current version of the guidelines can be downloaded here http://mmaglobal.com/modules/content/index.php?id=528 and comments can be entered on the Public Forum site here http://mmaglobal.com/modules/newbb/viewforum.php?forum=77.
In order for the mobile marketing industry to grow, guidelines that ensure ease of entry for brands and agencies and consistency of experience globally are vital, says MMA President, Laura Marriott. The MMA feels that it is important to open its Mobile Advertising Guidelines for public comment to ensure their acceptance across the wireless and advertising industries, and to further the causes of industry standardization, best practice and positive consumer experience.