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Mobile
Marketing
Code of
Conduct
Summary
The Code of Conduct is
divided into six categories: choice, control, customization,
consideration, constraint and confidentiality.
Choice
Consumers must opt-in to all
mobile messaging programs. Consumers may opt-in to a program by sending
a text message, calling a voice response unit, registering on a website,
or through some other legitimate paper-based method; they opt-in for a
specific program only. Choice doesn't carry forward unless the consumer
is part of a brand loyalty program whose opt-in registration clearly
provides for on-going communications. Even then, the consumer's desire
to participate must be validated at the beginning of a new messaging
program. Segmentation-based marketing (by interests, demographics, etc.)
and location-based marketing is prohibited unless the consumer clearly
opted-in to receive the campaigns by giving personally identifiable
information that is verifiable with their identity.
Control
Consumers must also be
allowed to easily terminate -- opt-out -- their participation in an
ongoing mobile messaging program through channels identical to those
through which they can opt-in to a given program. Programs with multiple
message strings must provide an opt-out option for each message.
Customization
As mobile messaging
campaigns are most effective when appropriately targeted, consumers
could be asked to provide demographic, preferences and other
information. All "follow on" communications targeted at an existing
opt-in universe should be encouraged to use this data to optimize
message volumes, redemption rates, and return-on-investment -- plus
restrict communications to those categories specifically requested by
the consumer.
Consideration
The consumer must receive
and/or be offered something of value to them in return for receiving the
communication. Value may be delivered in the form of product and service
enhancements, reminders, sweepstakes, contests, information,
entertainment, discounts or location-based services.
Constraint
The marketer, content
provider, or aggregator must provide a global "throttling mechanism"
capable of managing the number of messages received by an individual
consumer. The purpose of the throttle is to effectively manage and limit
mobile messaging programs to a reasonable number of programs, defaulted
to a maximum of 2 new campaigns per week (One campaign may have one
initial opted-in communication followed by several two-way
communications initiated by the consumer as part of that one campaign;
ie a trivia game). Consumers will have the option to override the
throttle through an additional Opt-in available through the standard
channels.
Confidentiality
Align with TRUSTe with
specific provisions on not renting, selling or sharing personal
information about consumers participating in programs delivered through
its platform with other people or nonaffiliated companies except to
provide the products and services requested. Aggregated, non-personal,
non-individual information might be shared collectively with partners
for research purposes only All customers should be subjected to the
terms and conditions of a privacy policy that meets TRUSTe's example.
The Mobile Marketing
Code of Conduct is provided by the Mobile Marketing Association. Please
check the MMA website for updates.
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