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News
Issue #2002 - 13
(April 2002)
(Updated Apr.
3, 2002)
INFRASTRUCTURE, PRODUCTS & SERVICES
Mobile Marketing Guidelines to
Protect Consumers
Advances in wireless
technology have forced the mobile communications industry to devise
guidelines and policies to protect mobile subscribers from unwanted
and spam e-mails.
The Mobile Marketing Association, the merged entity of the
Wireless Advertising Association and the Wireless Marketing
Association, recently proposed guidelines to protect subscribers
against unscrupulous marketers using location-based technology. For
example, a marketer could broadcast a wireless ad to all mobile
service subscribers within a two miles radius of a restaurant
offering a special dinner menu. While such timely information may be
relevant, it could also become a nuisance, especially when unwanted
messages jam users’ mobile e-mail systems.
To raise awareness, the Association has setout the following
guidelines:
- Allow mobile service subscribers to opt out of any marketing
program at any time.
- Prohibit the merging of personal information with subscriber
location-specific data without permission from the consumer.
- Ban the sharing of subscriber information with third-party
companies without the subscriber’s consent.
For more information: http://www.waaglobal.org
(Additional source InformationWeek)
Mobileinfo Comments & Advisory: These
are necessary and minimum guidelines for wireless advertising
applications to succeed. See our
editorial of last year.
Note: This news release may contain
forward-looking statements. Readers should take appropriate caution in
developing plans utilizing these products, services and technology
architectures. All trademarks used in this summary are
the property of their respective owners.
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