MMA Updates Mobile Ad Guidelines

The Mobile Marketing Association (MMA) has announced the latest release of its Mobile Advertising Guidelines. The MMA has been providing thought leadership and formats, guidelines and best practices that are customised for mobile industry since 2003. The updated release of the Mobile Advertising Guidelines marks the MMAs third revision of the Guidelines. The updates are focused around the mobile Internet. The MMA says they have been produced in response to constantly-changing network speeds, handset capabilities and operator specifications.
The guidelines are published by the MMAs Mobile Advertising Committee, which is chaired by Kim Olson of Sprint Nextel and Heidi Lehmann of Third Screen Media, along with members from wireless carriers, technology enablers, agencies and content providers. The committee was established in 2005 to create industry standard formats and policies, and to develop mobile advertising guidelines and best practices to ensure that subscriber experience, content integrity and deployment simplicity are major factors in all mobile advertising programs. 
The establishment of mobile advertising formats by the MMA ensures that our brands are able to quickly deploy campaigns that leverage mobile web based advertising says Eric Wheeler, Managing Director of OgilvyInteractive. Mobile advertising is an exciting platform for marketers to extend their reach to target audiences, and it is emerging as a powerful accelerant to any marketing program.   
Laura Marriott, Executive Director of the MMA adds:
The success of the mobile advertising committee is due to cross-industry collaboration by all players in the ecosystem. The MMA has led the development of mobile advertising guidelines and best practices for the mobile marketing industry. The Mobile Advertising Committee members have been integral to the development of these guidelines and we appreciate their leadership in building the mobile marketing industry.
The current version of the MMA mobile advertising guidelines can be viewed here.