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."

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).