Mobile Marketing Association Applauds FTC's Efforts to Bring Key Stakeholders Together to Discuss Mobile Marketing

Mobile marketing took center stage during this week’s Federal Trade Commission (FTC) Town Hall “Beyond Voice: Mapping the Mobile Marketplace” workshop held in Washington, D.C. Key discussions surrounded the importance of mobile devices to consumers’ productivity, safety, entertainment and social lives, as well as the opportunity for brands and marketers. Noting the support of the FTC and mobile ecosystem for continued development of self-regulated guidelines and best practices, President Laura Marriott of the Mobile Marketing Association (MMA) stated, “We applaud the efforts of the FTC to allow representatives of the mobile ecosystem to be heard. The MMA is pleased with the industry’s self-regulatory initiatives to reduce unsolicited messages, protect privacy and ensure a positive consumer experience.”

Marriott continued, “as mobile marketing campaigns continue to advance, and consumer adoption and usage of mobile data services grows, the opportunities for marketers and brands increases as well. We as an industry will continue to enhance our global MMA Advertising Guidelines and MMA US Consumer Best Practices, monitoring and ensuring compliance against them. Interaction between brands or marketers with mobile consumers takes place at the opt-in request of each individual ensuring only desired information is obtained.”

In conclusion, Marriott noted, “The MMA looks forward to continuing its dialogue with consumers, the FTC and other regulators, as well as the mobile ecosystem to further refine and strengthen consumer protections in this dynamically evolving mobile marketplace.”

Additional details on this week’s FTC Town Hall meetings can be found at: http://htc-01.media.globix.net/COMP008760MOD1/ftc_web/FTCindex.html#Ma y6_08 (Due to its length, this URL may need to be copied/pasted into your Internet browser's address field. Remove the extra space if one exists.)

About the Mobile Marketing Association

The Mobile Marketing Association (MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 600 member companies, representing over forty countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association’s global headquarters are located in the United States and in 2007 it formed the North America (NA), Europe Middle East & Africa (EMEA), Latin American (LATAM) and Asia Pacific (APAC) branches. For more information, please visit www.mmaglobal.com.