July 17, 2007

Marketing to Children, Mobile Web and Interactive Voice Response Key Changes in Latest Release

Denver, CO., July 17, 2007— The Mobile Marketing Association (MMA) (, which represents more than 450 companies across the mobile ecosystem, today made available the latest edition the industry’s MMA Consumer Best Practices (CBP) Guidelines for Cross-Carrier Mobile Content Services in the United States. Released twice annually, the MMA CBP’s are developed by the industry through collaborative input from across mobile, media and marketing sectors and adhered to by all in the U.S. mobile marketing industry.

"Since 2005, the MMA’s Consumer Best Practice Guidelines have protected the consumer experience and defined the rules of play for mobile messaging, mobile web and voice services," said, Cyriac Roeding, Global Chairman MMA & EVP Mobile, CBS Interactive. "The Consumer Best Practices Committee of the MMA represents the view of carriers, technology companies, brands, media companies and consumer advocates. This cross-industry collaboration makes these Guidelines so powerful and have helped them become the standard in the industry."

Highlights to the July 2007 CBP Guidelines include:

  • Marketing to Children: define the guidelines for marketing to children under the age of 13.

  • IVR: provide guidance on opt-in and opt-out via IVR (interactive voice response).

  • Mobile Web: ensure opt-ins are also adhered to with each mobile web experience. The Guidelines specify the use of a PIN or phone MO message to confirm that the authorized subscriber.

  • Dispute Resolution: defines that dispute resolution is at the discretion of each carrier for their respective customers.

  • New Committee Initiatives: In addition, the MMA has launched two new initiative areas to focus on key areas within the CBP Guidelines. The new sub-committees include Marketing to Children and Interactive Voice Response (IVR) committees which will join the Participation TV and Off Portal Committees in contributing to and providing thought leadership to the Guidelines and industry.

"The MMA continues to stay at the forefront of defining the Guidelines to protect consumer experience and grow the industry," said Laura Marriott, President of MMA. "The latest Guidelines include substantial new developments around mobile web and IVR and we look forward to increasing our focus through new initiatives including IVR, Marketing to Children, PTV and Off Portal."

The MMA Consumer Best Practices Guidelines Committee includes the following member companies: Alltel Wireless, AT&T Mobility, Bango, Chapell & Associates, denuo Group (a Publicis Company), Enpocket, Inc., Jamster, Lavalife Mobile, mBlox, Inc., MTV Networks, MX Telecom, NeuStar, Inc., OpenMarket, Qmobile, Inc., SinglePoint, Sprint Nextel, Sybase 365, Teligence, The Walt Disney Company, T-Mobile USA, VeriSign, Inc. and Verizon Wireless.

The Guidelines can be downloaded at

About the Mobile Marketing Association (MMA)
The Mobile Marketing Association (MMA) is the premier global non-profit 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 mobile channel for use by brands and content providers. The 450+ global member companies include agencies, advertisers, hand held device manufacturers, wireless operators, aggregators, technology enablers, market research firms and all companies focused on marketing via the mobile channel. The Mobile Marketing Association’s global headquarters are located in the United States. For more information, please visit

Valerie Christopherson or
Kirsten Woodard
Global Results Comm. (GRC)
+1 949 608 0276
[email protected]