MMA Updated Consumer Best Practice Guidelines

This week, the Mobile Marketing Association released the latest version of its U.S. Consumer Best Practices Guidelines for Cross-Carrier Mobile Content Services. The guidelines are the industry standard for cross-carrier mobile content services such as text messaging (SMS), multimedia messaging (MMS), shortcode programs, Interactive Voice Response (IVR), and mobile Web.

Major updates and additions include: (a) new guidelines for affiliate marketing for premium rate programs, with examples; (b) new guidelines to ensure STOP and HELP keywords work in each program’s native language; and (c) updated guidelines to ensure clarity for all members of the mobile marketing ecosystem. According to the MMA’s press release, the new version of the Guidelines also features a new format for faster navigation, using tiered sections such as General Guidelines, Standard Rate, Premium Rate, and Free to End User Programs.

As we’ve advised in previous posts (click here, for example), mobile marketers should consult the MMA’s Guidelines when developing and executing their mobile campaigns. Failure to follow the Guidelines can lead to regulatory investigations and lawsuits.