The Mobile Marketing Association (MMA) has announced the latest release of the MMA Consumer Best Practices (CBP) Guidelines for Cross-Carrier Mobile Content Services (PDF). Online Media Daily has a pretty good summary. Major updates include rules about marketing to children, clarifying the word “free”, and the way opt-ins should work.
There’s also a section on viral marketing, with the following practices listed as forbidden:
–Messages forwarded by automatic means generally by means of an application, e.g., accessing a consumer
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