MMA seeks public view on ad guidelines


The Mobile Marketing Association (MMA) has opened its global guidelines for mobile advertising for public feedback.

The consultation is aimed to further the industry’s acceptance and growth of mobile marketing.

The MMA’s global guidelines, released last month, are designed to encourage the uptake of mobile advertising by brands worldwide while enhancing and protecting the customer’s experience by creating a framework for brands and media companies to deliver mobile advertising in a positive and consistent way.

Public comment will be sought until 5pm GMT on September 5. Feedback will then be reviewed and the document finalised, with the release of the updated guidelines planned for early October.

MMA president Laura Marriott said: "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.

"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 standardisation, best practice and positive consumer experience."