BOULDER, Colo.—The Mobile Marketing Association revised its “consumer best practices,” updating the guidelines to include chat services, interactive television and viral and affiliate marketing.
The rules are designed to establish a standard, efficient platform for brands, advertisers and carriers looking to market to wireless users. Among other things, the document prohibits advertisers from sending unsolicited marketing messages and provides guidelines for deploying opt-in programs for users willing to accept advertisements in exchange for mobile content.
A committee of representatives from carriers and content providers created the revised document.
“I am very pleased with the leadership and industry consensus that this committee has achieved in setting standards that will significantly improve a consumer’s experience when interacting with shortcodes for content on their phones,” said David Oberholzer, associate director of content programming for Verizon Wireless and chairman of the committee. “These guidelines continue to set the rules by which carriers and content providers engage the consumer in the mobile marketing space.”
The revisions come one month after the MMA welcomed a new board of directors. The new board includes representatives from Microsoft Corp./MSN, Fox Mobile Entertainment, Mobile ESPN Publishing, VISA USA and m-Qube Inc., which is being acquired by VeriSign Inc. for $250 million.
