Date: 12-17-2007
The global nonprofit trade organization Mobile Marketing Association (MMA) has released the latest update of its Consumer Best Practices (CBP) Guidelines for Cross-Carrier Mobile Content Services. Updated twice annually, the guidelines establish acceptable and unacceptable practices for cross-carrier messaging, interactive voice response (IVR), and mobile web services in the U.S. market. The December 2007 update includes guidelines for free end-user messaging services, sweepstakes and contests, affiliate marketing, participation TV, word-of-mouth verification, a new code of conduct reference, and mobile web and IVR opt-in and billing modifications. The guidelines are produced by the CBP Committee, which is comprised of various companies, including AT&T Mobility, MTV Networks, Sprint Nextel, The Walt Disney Company, T-Mobile USA, Verizon Wireless, and many others.
