MMA Unveils Code To Govern Mobile Marketing
The Mobile Marketing Association has launched what it claims is the first definitive code of conduct to govern the rapidly expanding mobile marketing industry.
The code will provide the industry with a solid guide to best practise, as well as explaining how to develop campaigns within the framework of current legislation. It will also incorporate existing directives from the Advertising Standards Authority, the Direct Marketing Association and Icstis.
The initiative is based on the ideals of self-regulation laid down by Ofcom, which assumes its full responsibilities at the end of this month. It attempts to make clear the difference between what is law, what is mandatory and what is recommended for MMA members.
The guidelines will incorporate the new demands of the privacy and electronic communications regulations, which come into force on the 11 December. It will also go beyond these demands and will call on marketers to identify the original permission holder on marketing messages so that consumers know instantly to whom consent for messaging was given.
The code also sets a minimum frequency for reiterating opt-out instructions, times of day that marketing communications can be sent and detailed guidance on marketing to children.
Commenting on the initiative, Lars Becker, chairman of the MMA, said: “This is the first time that the industry has had a comprehensive user-friendly code which we hope marketers will reference on a daily basis. It is the fruits of the labour of the industry’s experts and a living code, that will ultimately help protect the future of our industry.”
The MMA recently amended its code of conduct to offer mobile phone users greater protection against unsolicited SMS adverts. The revised code incorporated a list of mobile marketers’ responsibilities, opt-in and opt-out guidelines and consumer consent regulations (see MMA Amends Code Of Conduct To Protect Against Spam).
Earlier this week Ofcom announced that launch of the first comprehensive review of the UK telecommunications sector for well over a decade would begin next year. It will examine the extent to which the sector benefits from competition in the rapidly expanding fixed and mobile phone markets (see Ofcom Announces First Telecoms Review In Over A Decade).
MMA: 020 7074 7060 www.mmaglobal.com
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