NEW YORK—The Mobile Marketing Association issued a series of guidelines to raise awareness of and spur debate about privacy issues involved in location-based targeting at this week’s CTIA Wireless 2002 tradeshow.
Focused on satisfying subscribers, operators and mobile marketers, the MMA recommends:
- Its members not merge personally-identifiable information with mobile subscriber location information without opt-in consent from subscribers;
- Members should only share subscriber information with third parties with subscriber consent;
- Full disclosure should be make if using anonymous or aggregate location information for marketing purposes;
- Subscribers should be able to opt-out of programs at any time, even after agreeing to receive marketing campaigns;
- Members storing location information should also implement security measures to protect it.
“With these suggested guidelines, we are initiating discussion on what needs to be done so that mobile marketing can continue to expand and be a viable option for both operators and marketers alike,” said Barry Peters, chair of the North American MMA Privacy Initiative.
