The Mobile Marketing Association and wireless carrier association CTIA released guidelines outlining policies for wireless carriers and content providers marketing to consumers.
A committee including all five Tier 1 operators helped draft the nine-page document, which addresses issues including advertising and promotions, opt-in and opt-out policies, subscription services and programs to assist users. The guidelines come as a handful of content and messaging providers face a backlash from consumers angry over aggressive marketing techniques. In addition, wireless carriers are facing a rash of consumer-driven lawsuits around the country.
In one recent example, VeriSign Inc.’s Jamster was sued by a San Diego man who claims the content company deceptively sold a subscription service to his teenage daughter. A VeriSign spokesman has described the suit as “frivolous and without merit.”
Carriers concerned about alienating revenue-generating data users pushed hard for the new guidelines.
“I am very pleased with the consensus across the industry this committee achieved on a set of standards that will significantly improve a consumer’s experience when interacting through or downloading content to their phones,” said Jim Manis, global chairman of the MMA. “These rules, common across all carriers, represent a maturing of the industry and insure that consumers maintain ultimate control over the most personal communication device they own-their mobile phone-while encouraging content providers to invest in the space given consistent rules of engagement across carriers.”
