The Wireless Marketing Association (WMA), which launched in November and is backed by Orange, BT Cellnet and Vodafone, has unveiled its code of practice.
According to the WMA agenda, all mobile marketing must be permission-based, and all recipients must be provided with a simple opt-out option - the WMA's major concern is to avoid spamming.
The WMA's aim is to regulate the growing mobile marketing industry - which is the sending of commercial messages to mobile devices including personal digital assistants and mobile phones. The WMA is also stressing the need for the promoter's name to be clearly displayed in every communication.
Steve Wunker, the WMA's chairman, said: 'We believe that we've put the right and proper safeguards in place to make sure that wireless marketing isn't abused. It's a powerful tool that's set to take off on a massive scale and as an industry we take that potential seriously. After all, there are 40 million mobile phone users in Britain.'
The code of practice was unveiled in the same week that the US-based Wireless Advertising Association (WAA) begins to make inroads into Europe. Despite industry speculation that the two bodies will be at loggerheads, members of both collectives maintain that their agendas are complementary.
Anne de Kerckhove, the managing director of the mobile marketing company 12snap and a member of both the WAA and WMA, said: 'If there are two agents pushing the same agenda, then fine. And if we find the two associations overlap too much over the coming months, then we might join forces.'