The MMA Global Code of Conduct, or “the Code”, is intended to guide
companies within the mobile ecosystem so that they can effectively, and
responsibly, leverage the mobile channel for marketing purposes, whilst
always protecting the consumer experience.
Produced by the MMA’s NA Privacy Committee, with input from MMA Regional
Board of Directors in APAC, LATAM and EMEA, the Global Code of Conduct
updates the 2007 revision and aligns the Code with generally accepted global
privacy principles. It has five categories:
Notice – The fundamental principle of the MMA Privacy Code of Conduct,
informing users of the marketers’ identity or products and services offered
and the key terms and conditions that govern an interaction between the
marketer and the user’s mobile device.
Choice & Consent - Respecting the right of the user to control which
mobile messages they receive by obtaining consent (opt-in) and implementing
a simple termination (opt-out) process.
Customization & Constraint – Ensuring that collected user information is
used to tailor communication to the interests of the recipient and is
handled responsibly, sensitively and in compliance with applicable law.
Mobile messages should be limited to those requested by the user and provide
value such as product and service enhancements, contests, requested
information, entertainment or discounts.
Security – The implementation of reasonable technical, administrative and
physical procedures to protect user information from unauthorized use,
alteration, disclosure, distribution, or access.
Enforcement & Accountability - The MMA expects its members to comply with
the MMA Privacy Code of Conduct and has incorporated the Code into
applicable MMA Guidelines, including the U.S. Consumer Best Practice (“CBP”)
Guidelines. Until the Code can be enforced effectively by a third party
enforcement organization, Mobile Marketers are expected to use evaluations
of their practices to certify compliance with the Code..
“The MMA believes that strong consumer privacy standards are essential to
the success of mobile marketing by protecting mobile users from unwanted
communications on their mobile devices. It is only through industry support
of strong privacy guidelines that the power of mobile marketing can reach
its full potential,” said Russell Buckley, MMA Global Board Chairman and
Managing Director, Europe for AdMob.
“It is the heart and soul of the MMA to ensure a positive, consistent
consumer experience, encouraging marketers to get the consumer interaction
right first time round so that mobile interactions from brands are not
viewed negatively,” said MMA President Laura Marriott. “The MMA Global Code
of Conduct creates clear and consistent global guidelines for the careful
treatment of each and every consumer interaction to help build a sustainable
industry for mobile marketing.”
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txtNation
http://www.txtnation.com
Ashley Cross
