---
title: MMA Updated Consumer Best Practice Guidelines
date: 2010-04-28T09:15:26-04:00
author: Import Bot
canonical_url: "https://www.kelleydrye.com/viewpoints/blogs/ad-law-access/mma-updated-consumer-best-practice-guidelines"
section: Blog Posts
---
# MMA Updated Consumer Best Practice Guidelines

 April 28, 2010

 

 

 

 

 

 

This week, the [Mobile Marketing Association](http://mmaglobal.com/) released the latest version of its [U.S. Consumer Best Practices Guidelines for Cross-Carrier Mobile Content Services](http://www.mmaglobal.com/bestpractices.pdf). 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](http://mmaglobal.com/news/mobile-marketing-association-releases-new-version-us-consumer-best-practices-cross-carrier-mob-0), 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](http://www.adlawaccess.com/2010/03/articles/mobile-marketing/court-holds-that-text-messages-could-violate-the-tcpa/), 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.

 

 **Tags:** [Mobile Marketing](https://www.kelleydrye.com/viewpoints/blogs/ad-law-access/tags/mobile-marketing)

 

 - Share this entry 
    - 
    - 
    - 
    -
- [  View entry pdf ](https://s3.amazonaws.com/cdn.kelleydrye.com/content/uploads/pdf-snapshots/mma-updated-consumer-best-practice-guidelines-20230914234250.pdf)
 
 

### Search Blog

  

### Subscribe

  

### Explore Topics

- [Mobile Marketing](https://www.kelleydrye.com/viewpoints/blogs/ad-law-access/mobile-marketing)
 
 

### Related Services

- [Advertising and Marketing](https://www.kelleydrye.com/practices/advertising-and-marketing)