MMA Amends Code Of Conduct To Protect Against Spam
The Mobile Marketing Association (MMA) has amended its code of conduct to offer mobile phone users greater protection against unsolicited SMS adverts.
The revised code, which is intended to be a benchmark for all companies using mobile as a marketing medium, now incorporates a list of mobile marketers’ responsibilities, opt-in and opt-out guidelines and consumer consent regulations.
The MMA hopes that the changes will not only be implemented by MMA members, but by the mobile marketing industry as a whole. Steve Wunker, European co-chair of the MMA, said: “The MMA’s code of conduct underlines our commitment to mobile marketing being perceived as a useful service, not an additional annoyance.”
In order to reduce the amount of unsolicited SMS adverts, mobile marketing companies will now have to identify themselves to consumers when sending text messages ads. They will also be required to “clean” their databases every 28 days to ensure that opt-out consumers are removed from marketing lists.
The code also clarifies how companies can achieve opt-in consent from viral promotions and campaigns where clear opt-in isn’t possible at the outset. It contains recommendations on how opt-out lists can be converted in to opt-in lists have also been drawn-up.
Wunker added: “We are enthusiastic about the new changes and feel the revised code is a good reflection of the changes taking place in mobile marketing. After lengthy consultation with members the new code achieves the right balance to protect consumers while enabling responsible marketing.”
Earlier this year the MMA published independent research backing its claims that SMS can be used as an effective marketing tool. The survey found that 43% of respondents, who were mostly aged between 16 and 26, felt that the campaigns they had received by SMS had a positive impact on the advertised brand, while only 7% said the opposite (see MMA Produces Research To Back SMS Claims).
MMA: 020 7074 7060 www.waaglobal.org
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