The Mobile Marketing Association has launched an initiative to develop a “comprehensive set of mobile privacy guidelines” that’ll be available alongside the trade organisation’s Global Code of Conduct. It says there’s a growing need for marketers and consumers to have a transparent, accepted understanding as to how information is collected and used for mobile marketing.
The MMA’s privacy initiative is being led by Alan Chapell of Chapell & Associates, who’s also co-chair of the MMA Privacy Committee.
Greg Stuart, Global CEO of the MMA, said “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. 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.”