MMA releases latest consumer best practices

Share this article:

The Mobile Marketing Association, Boulder, CO, announced on Nov. 22 the latest release of its Consumer Best Practices Guidelines.

The revised guidelines address the good practices for cross-carrier mobile content services for advertising and promotion, including the addition of language for marketing to children and clarification around the use of 'free' terminology in advertising and promotional materials. Additions to the guideline surrounding customer care include the processing of deactivation files, spending cap limits and bill face descriptions.

The guidelines also address consumer best practice for word of mouth or viral marketing.

The guideline's publishers are the MMA's Mobile Advertising Committee, chaired by Kim Olson of Sprint Nextel and Heidi Lehmann of Third Screen Media. The committee has representatives from wireless carriers, technology enablers, agencies and content providers including AOL, Cingular Wireless, ipsh, Reuters, OgilvyInteractive North America, Verizon Wireless and USATODAY.com. The guidelines are updated twice each year.

The most recent version of the Consumer Best Practices guidelines can be viewed at http://www.mmaglobal.com/bestpractices.pdf.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in News

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in News

DMA 2014 Kicks Off Under New Management

DMA 2014 Kicks Off Under New Management

Thomas Benton and Jane Berzan will preside over an event indicative of an association serving a wider array of industry segments.

De Quinto Tapped as Coke's Next CMO

De Quinto Tapped as Coke's Next CMO

The president of the company's Iberia Business Unit will take over from Joe Tripodi upon his retirement in February.

Customer Centricity Is Spurring Marketing-Tech Investments

Customer Centricity Is Spurring Marketing-Tech Investments

A majority of marketers rank customer satisfaction improvements as paramount in the technology investment decisions.