MMA partners with dotMobi to develop mobile ad guidelines

The Mobile Marketing Association said it will join forces with the dotMobi Advisory Group to develop guidelines for mobile advertising, and push adoption of the controversial .mobi domain.
The industry associations committed to support each other’s initiatives including mobile advertising, search and m-commerce, and said they will work together to develop a common set of guidelines designed to accelerate growth of the wireless Web. The announcement comes on the heels of dotMobi’s endorsement of the MMA’s revised advertising guidelines.
“Partnerships like those with the dotMobi Advisory Group help to build a cohesive industry ecosystem and ensure a consistent industry approach that protects consumers, brands and all players implementing mobile Internet service offerings,” said MMA President Laura Marriott.
Top Level Domain Ltd., the company behind the .mobi effort, claims to have registered more than 500,000 domains, and the company’s backers include such heavyweights as Ericsson, Microsoft Corp., Nokia Corp., Visa and Vodafone Group plc. But critics say a mobile-only domain is unnecessary and will serve only to confuse consumers.