MMA kicks off mobile privacy guidelines initiative


Nonprofit industry trade group the Mobile Marketing Association launched an initiative to develop a set of mobile privacy guidelines to complement its existing Global Code of Conduct, stating it will address marketer and consumer demand for greater transparency into how subscriber information is collected and used across mobile marketer efforts. The MMA plans to establish a common mobile framework for use by marketers and media companies, outlining how to most appropriately engage consumers via mobile media channels including SMS, MMS, the mobile web and application downloads.

Alan Chapell, president of strategic consulting firm Chapell & Associates and co-chair of the MMA Privacy Committee, will lead the privacy effort. The MMA said the guidelines will be a major talking point at its annual Consumer Best Practices (CBP) meeting, beginning Jan. 25 in Boca Raton, Fla.

In September, the MMA announced a "repositioning" it said would better situate the organization for a changing wireless marketplace. The association announced five aspects of its new approach: to promote the mobile marketing channel; to educate brands, agencies and consumers about the medium; to measure ad metrics; to help guide the development of standards and best practices; and to protect the industry with "self-regulatory programs."

For more:
- read this release

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