MMA issues Global Code of Conduct
A week after updating its Consumer Best Practices for the U.S., non-profit trade group the Mobile Marketing Association released its Global Code of Conduct, which promises guidelines to more effectively and responsibly leverage the mobile channel for marketing efforts while also protecting the consumer experience.
Constructed by the MMA's North American Privacy Committee, with input from international boards of directors and various member organizations, the Global Code of Conduct includes five categories:
Notice: Informing users of the marketers' identity or products and services and the key terms and conditions that govern interactions between the marketer and the user.
Choice and Consent: The user's right to control which mobile messages they receive by obtaining consent (opt-in) and installing a simple termination (opt-out) process.
Customization and Constraint: Tailoring collected user information to the interests of the recipient and guaranteeing compliance with applicable law. Messages should be limited to those requested by the user and provide value (e.g., product and service enhancements, contests, requested information, entertainment or discounts).
Security: Implementing reasonable technical, administrative and physical procedures to protect user information from unauthorized use.
Enforcement and Accountability: Compliance with the MMA Privacy Code of Conduct. In the absence of third-party enforcement, MMA members are expected to evaluate their own practices to certify compliance with the code.
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