Mobile Marketing Association Privacy Code of Conduct Released
The Mobile Marketing Association (MMA) released new global privacy guidelines earlier this week as part of their attempts to standardize mobile marketing a la the IAB. The new privacy code includes guidelines on notice, choice and consent, customization and constraint, security, enforcement and accountability.
MediaPostPublications reports that the MMAs new Global Code of Conduct expands on the privacy rules the organization issued last year to include input from Latin America, Asia-Pacific, Europe, Middle East and African partners. For now, mobile marketers are expected to self-evaluate to ensure compliance with the privacy guidelines until a third-party enforcement organization can assume that role. It remains to be seen whether this self-enforcement mechanism will work, especially in light of the FTC's ongoing interactive advertising hearings (which would include mobile marketing).
