Recently I’ve been receiving unwanted text messages from some rogue company marketing its services to me. Aargh. It’s more than a little annoying. Especially because I don’t have unlimited texting; but even more so because I can do nothing to stop it.
IF there was something in place like the CAN-SPAM Act then I would at least be able to opt out of receiving these highly irritating messages.
Mobile marketing, however, is still in its infancy, meaning it is largely unregulated. That doesn’t mean, however, that marketers can or should be willy-nilly with their mobile messaging tactics.
Last July, the Mobile Marketing Association released privacy principles they call “the MMA Code of Conduct” to guide mobile marketers to “effectively, and responsibly, leverage the mobile channel for marketing purposes.”
Here are some highlights of the Code, courtesy of DMNews:
Notice
Provide understandable and quickly discoverable description of the terms and conditions of a marketing program.
Choice & Consent
Users have the right to control which mobile messages they receive.
Customization & Constraint
Marketing is most effective when targeted; marketing messages should add value for the user.
Security
Enact procedures to protect user information collection for marketing programs.
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