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mobile mktcodeofconduct-1

mobile mktcodeofconduct-1 - G GUIDELINES Global Code of...

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Global Code of Conduct JULY 15, 2008 G GUIDELINES
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¥ 2008 -OBILE -ARKETING !SSOCIATION s 53! 1670 "ROADWAY, 3UITE 890, $ENVER, #/ 80202 www.mmaglobal.com Mobile Marketing Association Version 078 Introduction The Mobile Marketing Association (“MMA”) believes that strong consumer privacy standards are essential to the success of mobile marketing by protecting mobile users from unwanted communi- cations 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. Current internet marketing and privacy standards do not ade- quately address the speciFc challenges faced by marketers when marketing through the mobile channel. Strong mobile industry privacy principles will protect the mobile channel from abuses by unethical marketers, and limit consumer backlash and additional regulatory scrutiny. Therefore, the following privacy principles (this “MMA Glob- al Code of Conduct”, or “the Code”) are intended to guide companies within the mobile ecosystem, including but not limited to: advertisers, aggregators, application providers, car- riers, content providers, and publishers, (collectively, “Mobile Marketers”), so that they can effectively, and responsibly, lever- age the mobile channel for marketing purposes. The Code is designed to provide guidelines that all Mobile Marketers should consider and build their mobile programs around. Note: The Code is not intended to regulate a wireless carrier’s ongoing proprietary communication with its current base of subscribers which are already regulated by the applicable national and local law. Summary This MMA Global Code of Conduct updates the U.S. MMA Code of Conduct created in 2007, with support from the MMA APAC, LATAM and EMEA Board of Directors, and aligns the Code with generally accepted global privacy principles. The Code describes privacy principles for Mobile Marketers that choose to use user information to market their products and services to those users via mobile devices. The Code has Fve categories: Notice, Choice & Consent, Customi- Notice
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