The Mobile Marketing Association has released its first global code of conduct to help marketers with ethical guidelines on mobile marketing campaigns.

The code builds on the MMA's code of conduct for the North America region, taking into account input from the association's regional boards of directors in the Asia-Pacific, Latin America and Europe Middle East and Africa areas. The first MMA code of conduct was published in 2003.

"A global code of conduct is necessary to ensure that consumers the world over experience a consistent level of privacy in every experience they have with the mobile channel," said Laura Marriott, president of the MMA, Denver, CO.

"The code has been the foundation for the Mobile Marketing Association and outlines guiding principles for all members of the ecosystem to follow when establishing their mobile marketing initiatives," she said.

"These guidelines and policies, as well as the mobile marketing industry itself, are global in scope and reach for the first time and reflect input from all the regions where the MMA has a presence today."

The code has five categories.

The first category is notice. This is the fundamental principle of the MMA Privacy Code of Conduct to inform users of the marketers' identity or products and services offered. It also lists the key terms and conditions governing the interaction between the marketer and the user's mobile device.

Choice and consent is next. Marketers should respect the right of the user to control which mobile messages they receive by getting opt-in consent and implementing a simple opt-out process.

Third is customization and constraint. Marketers should ensure that the collected user data is used to tailor communication to the interests of the recipient. It should be handled responsibly, sensitively and comply with applicable law.

Also, mobile messages should be limited to those requested by the consumer and offer value such as product and service enhancements, contests, entertainment, discounts or requested information.

Fourth is security. Marketers must implement reasonable technical, administrative and physical procedures to protect user information from unauthorized use, alteration, disclosure, distribution or access.

Finally, enforcement and accountability is a major requirement in the code of conduct. MMA members must comply with the association's Privacy Code of Conduct. The code has also been incorporated into the MMA's U.S. Consumer Best Practice Guidelines.

Essentially, the MMA expects that members certify compliance of their own practices with the code until the code can be enforced by a third-party enforcer.

"The code of conduct is a set of guiding principles that all players in the ecosystem should adhere to," Ms. Marriott said.

"The MMA does not actively enforce the guidelines globally today, but it is a requirement of MMA membership to adhere to all guidelines and best practices issued by the association," she said.

"We also encourage our member companies to ask their customers and vendors to abide by the same set of rules. The code speaks to global standards of consumer privacy and protection by placing the consumer experience at the forefront.

"By putting the consumer in control of their interactions via the mobile channel, we can ensure that mobile marketing will grow in a healthy sustainable fashion and mobile marketing will reach its full potential worldwide."

Please click here for a PDF document of the Mobile Marketing Association's Global Code of Conduct.