The Mobile Marketing Association (MMA) has published Guidelines for Best Practices in Mobile Price Promotions for the N. American market. Created by the MMAs Mobile Couponing Task Force, the document is designed to provide marketers, merchants, wireless carriers and other members of the industry with a standard for using mobile coupons and rebates to increase sales and promote consumer loyalty.

The MMA defines a mobile price promotion as “electronic coupons or rebates that traverse the full redemption process without the requirement for conversion into a paper or other hard-copy format”.

“Our research shows that consumer interest in mobile coupons continues to grow, giving brands, merchants, and marketers a powerful new opportunity to establish and maintain relationships with consumers,” said Greg Stuart, CEO of MMA. “The MMA created Guidelines and Best Practices in Mobile Price Promotions to give the ecosystem an industry-standard framework for capitalizing on that opportunity while protecting the consumer experience.”

The guidelines cover areas such as the ways consumers can discover and redeem promotions and general best practises and principles – such as guidelines on good taste, privacy, and opt in/out laws. 

There are guidelines for campaigns that have specific considerations, such as promotions that involve food, alcohol, and competitions. The document also covers general tips and guides for creating watertight terms and conditions. 

For more information about Guidelines and Best Practices in Mobile Price Promotions, head for the MMA website.