The Mobile
Association which represents 650 member companies worldwide, released its
Global Code of Conduct, designed to provide guidelines that all Mobile
Marketers should consider and build their mobile marketing initiatives around.
Notice - The
fundamental principle of the
Code of Conduct, informing users of the marketers' identity or products and
services offered and the key terms and conditions that govern an interaction
between the marketer and the user's mobile device.
Choice & Consent
- Respecting the right of the user to control which mobile messages they
receive by obtaining consent (opt-in) and implementing a simple termination
(opt-out) process.
Customization & Constraint - Ensuring that collected
user information is used to tailor communication to the interests of the
recipient and is handled responsibly, sensitively and in compliance with
applicable law. Mobile messages should be limited to those requested by the
user and provide value such as product and service enhancements, contests,
requested information, entertainment or discounts.
Security - The implementation of reasonable technical,
administrative and physical procedures to protect user information from
unauthorized use, alteration, disclosure, distribution, or access.
Enforcement &
Accountability - The
members to comply with the
of Conduct and has incorporated the Code into applicable
Guidelines, including the U.S. Consumer Best Practice ("CBP") Guidelines. Until
the Code can be enforced effectively by a third party enforcement organization,
Mobile Marketers are expected to use evaluations of their practices to certify
compliance with the Code.
"The
strong consumer privacy standards are essential to the success of mobile
marketing by protecting mobile users from unwanted communications on their
mobile devices. It is only through industry support of strong privacy
guidelines that the power of mobile marketing can reach its full potential,"
said Russell Buckley,
Chairman and Managing Director,
"It is the heart and soul of the
to ensure a positive, consistent consumer experience, encouraging marketers to
get the consumer interaction right first time round so that mobile interactions
from brands are not viewed negatively," said
President Laura Marriott. "The
Global Code of Conduct creates clear and consistent global guidelines for the
careful treatment of each and every consumer interaction to help build a
sustainable industry for mobile marketing."
The
Committee developed the Code with participation from the following members
LLC, AT&T Mobility, Chapell & Associates, iLoop Mobile, Inc.,
InfoSpace, ipsh!, Microsoft (
Live), Motricity, Neustar, Inc., Pelago, Inc., Proctor & Gamble, Qualcomm,
Safecount, TxtGroups, Inc., U.S. Cellular Corp., VeriSign, Inc., Verizon
Wireless, Vindigo, Wired Assets, Xiam, Yahoo! and Zoove.
Conduct can be downloaded at http