MMA launches code of conduct for the mobile industry

LONDON - The Mobile Marketing Association has launched its first comprehensive code of conduct for the UK's mobile sector.

The MMA's Code of Conduct reinforces new privacy regulations -- including the new Privacy & Electronic Communications Regulations, which come into force on December 11. It also makes recommendations on areas "where the law stays silent".

Lars Becker, chairman of the MMA, says: "With the new EU directive coming into force we took it as an opportunity to revise the code, which we first issued three year's ago as a guideline to best practice."

The new Code, he explains, is more comprehensive and aims to give answers to the questions posed by new legislation and regulations.

It references guidelines from other industry bodies such as the ASA, DMA and ICSTIS.

Becker expects the Code will be reviewed annually in view of the fast-changing mobile marketplace.

"Three years ago, we were talking about text-marketing, now the industry is taking about a bigger topic: mobile marketing," he added.

Becker concluded: "For the first time the industry has a comprehensive, user-friendly code which we hope marketers will reference on a daily basis. It is the fruits of the labour of the industry's experts and a living code, that will ultimately protect the future of our industry."

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