• by July 20, 2007

The Mobile Marketing Association's latest semi-annually updated Consumer Best Practices Guidelines has added a section on "Marketing to Children."

The guidelines state that SMS and MMS ads targeted to sub-teens:

Must clearly disclose in both audio and video when there is a premium charge, and the cost.

Must not use the word "free" unless there are no associated fees or charges.

Must clearly disclose in both audio and video that a parent's permission is needed to participate.

Must clearly disclose the subscription term, billing interval, and how charges will be applied.

Must clearly disclose how to cancel the service, and offer the opportunity to cancel at any time.

Must include a resource (i.e., Web site or toll-free number) with all terms and conditions.

The new guidelines also include sections on opting in and out via interactive voice response; using a PIN or phone MO (i.e., "more" or "continue") message to confirm authorized mobile Web subscribers; and the defining of dispute resolution as being at the discretion of each carrier.