MMA Lays Down The Mobile Marketing Law

On the heels of growing concern about mobile spam and other forms of unwanted or inappropriate mobile advertising content, the MMA (Mobile Marketing Association) has revealed comprehensive mobile advertising guidelines intended to establish a “global ad framework for the wireless industry.”

According to the MMA, the guidelines “would provide improved formats for mobile Web advertising and add new rules and restrictions for messaging, including SMS (short message service) and MMS (multimedia messaging service) and downloads. They will also include recommended aspect ratios and banner dimensions, maximum file sizes, file formats and other technical specs. “

Similar to previously established advertising guidelines for geographically targeted regions in North America, Asia, Europe, the Middle East and Africa, these guidelines are more “universally” oriented and speak to the largely uncharted mobile marketing waters around the world.

“The creation of ad guidelines by the MMA ensures that the industry is taking a proactive approach to keep subscriber experience, content integrity and simplified execution as the driving forces behind all mobile advertising programs,” said Laura Marriott, MMA president.

The MMA Mobile Advertising Guidelines can be downloaded here.