The opportunity for public comment will remain available until 5pm GMT on 5 September 2008, at which point the feedback will be reviewed and the document finalised, with the release of the updated guidelines planned for early October 2008. The current version of the guidelines can be downloaded from http://mmaglobal.com/modules/content/index.php?id=528 and comments can be entered on the Public Forum site at http://mmaglobal.com/modules/newbb/viewforum.php?forum=77.
“In order for the mobile marketing industry to grow, guidelines that ensure ease of entry for brands and agencies and consistency of experience globally are vital,” said Laura Marriott, MMA president. “The MMA feels that it is important to open its Mobile Advertising Guidelines for public comment to ensure their acceptance across the wireless and advertising industries and to further the causes of industry standardization, best practice and positive consumer experience.”
Since their release in April this year, there have been the following revisions to content:
The MMA is a global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 650 member companies, representing over 40 countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association's global headquarters are located in the US and in 2007 it formed the North America (NA), Europe Middle East & Africa (EMEA), Latin American (LATAM) and Asia Pacific (APAC) branches. For more information, go to www.mmaglobal.com.
