As cell phones and other mobile devices gain ground as a popular and successful means for marketers to reach customers, the Mobile Marketing Association has released a code of conduct for wireless marketing campaigns.
The code covers five categories: choice, control, customization, consideration and confidentiality. Among a number of requirements, consumers must opt-in to all marketing programs and an easy opt-out mechanism must be provided. The consumer must receive a value add in return for their participation such as a product or service enhancement, sweepstakes, contest or discount. Programs must be limited to a reasonable number of programs and transmissions.
MMA aligned with TRUSTe, a non profit organization that operates a global privacy certification and seal program, for specific provisions on not renting, selling or sharing personal information about consumers participating in programs delivered through TRUSTe’s platform.
The association is also considering the development of a mobile campaign certification process where advertisers design campaigns to meet the code of conduct.
The code was developed by the association’s Privacy Advisory Committee, whose members are Procter & Gamble, The Weather Channel, Cingular Wireless, PocketChoice, Carat Interactive and VeriSign. The complete code is available at www.mmaglobal.com.
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