MMA Issues Privacy Guidelines
As part of the point of view’s suggested guidelines, the MMA recommends:
The MMA is also urging organizations storing location information to implement security measures ensuring that data is not lost, misused, intercepted or altered.
“The MMA’s point of view on location-based targeting is meant to both protect the consumer and further the growth of mobile marketing, providing a win-win situation for both subscribers and companies within the mobile industry,” said Barry Peters, vice president, Emerging Media & Relationship Marketing for Carat Interactive and chair of the North American MMA Privacy Initiative. “With these suggested guidelines, we are initiating discussion on what needs to be done so that mobile marketing can continue to expand and be a viable option for both operators and marketers alike. We look forward to maintaining our leadership role in driving this discussion in the months ahead, and welcome any feedback or ideas from all organizations.”
The MMA’s suggested guidelines are the result of many months’ research, work and deliberation by MMA board members, who include some of the premier names in the mobile marketplace Other well-respected mobile industry and privacy-related organizations, including CTIA and TRUSTe, also offered input into the crafting of the MMA’s suggested guidelines. The organization expects to have them officially adopted as guidelines by the MMA by this summer.