The Mobile Marketing Association has decided on standards and ethical guidelines for giving customer a choice about the type of messages they will receive on their cellular phone.
MMA will require 4 key elements in an approved campaign.
- Consent Via an existing approved opt-in method (such as SMS, MMS or website sign up).
- Customization and Constraint. The companies must target the ads to user interest, and limit messages to only those specifically requested.
- Security. Technical procedures to protect user information.
- Enforcement and Accountability. The MMA expects its users to adhere to their guidelines and implement them as a "best practice"
Read More at the MMA website
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