Mobile phone marketers are perhaps learning a thing or two from e-mailers—before they take the bad rap e-mail marketers have.
The Mobile Marketing Association (MMA), an industry trade group for wireless and m-commerce technologies, has released a code of conduct for the prevention of mobile spam in wireless marketing campaigns.
Under the code, consumers must opt in to receive mobile messaging programs. They may choose to receive messages by sending a text message, calling a voice response unit or registering on a Web site or through some legitimate paper-based method. They must opt in for a specific program only.
Consumers must also be allowed to opt out. Mobile programs with multiple message strings must provide an opt-out for consumers.
Acknowledging that mobile messaging campaigns are most effective when appropriately targeted, consumers could be asked to provide demographic, preferences and other information, according to an MMA statement.
Messages should be kept “to a reasonable number of programs,” said the statement.
The MMA will align with TRUSTe, which gives a seal of approval to Web sites showing that the sites follow standards. The TRUSTe partnership is to help ensure that MMA members not rent, sell or share personal information about consumers except to provide the products and services requested.
“The Code of Conduct is a tremendous first step toward aligning the industry behind an aggressive, yet universal set of principles for mobile marketing that protects the consumers and the industry simultaneously,” said Cristy Swink of Cingular Wireless, who helped develop the Code.
The Code was developed by an MMA Privacy Advisory Committee, which includes Carat Interactive, Cingular Wireless, Procter & Gamble, PocketChoice, The Weather Channel and Verisign. The document is available at www.mmaglobal.com.
