MMA releases latest consumer best practices

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 The guidelines are updated twice each year.

The most recent version of the Consumer Best Practices guidelines can be viewed at

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