Mobile Marketing Association Takes Aim At Mobile Privacy Guidelines With New Initiative

The Mobile Marketing Association (MMA) today announced a new initiative focused on the development of a “comprehensive set of mobile privacy guidelines” to complement its Global Code of Conduct guidelines.

The aim of the initiative is to address the growing need for marketers and consumers to have a transparent, accepted understanding as to how consumer information is collected and used for the purposes of “relevant value exchange within a mobile marketing context” and across market sectors.

The news coincides with a recent Wall Street Journal article titled “Your Apps Are Watching You,” in which it talks about a study that found over half of the top 100 apps are transmitting users’ unique device IDs to other companies without users’ awareness or consent. ¬†Pandora, a widely popular music app for example, was found to be sending information to eight trackers — location data to seven of these, unique phone IDs to three and demographic data to two.

The MMA’s privacy initiative hopes to establish a common framework that marketers and media companies can use to engage consumers through and with the mobile channel. ¬†“These deliverables will help marketers and media companies understand how to appropriately engage consumers directly through the eight mobile media paths (SMS, MMS, Email, Voice, Applications, Mobile Internet, Content and Proximity channels) and with mobile when used in a traditional media context across various market sectors, such as consumer packaged goods, retail, financial services and healthcare,” the MMA said in its release.

“The launch of this initiative shows the MMA’s and Mobile industry’s ongoing commitment to the importance of consumer transparency with regards to privacy issues and data collection,” said Greg Stuart, Global CEO of the MMA. “The industry recognizes that in order for marketers and publishers to responsibly and sustainably engage consumers through and with the mobile channel, we need to continuously update how we address the collection, management and use of personal data or related consumer information.”