The aim is to help companies effectively leverage the mobile channel for marketing purposes, whilst protecting the consumer. The new code updates the 2007 revision and aligns it with generally accepted global privacy principles. It has five categories:

· Notice – informing users of the marketers’ identity or products and services offered and the key terms and conditions
· Choice & Consent - Respecting the right of the user to control which mobile messages they receive by obtaining consent (opt-in) and implementing a simple termination (opt-out) process
· Customisation & Constraint – Ensuring that collected user information is used to tailor communication to the interests of the recipient and is handled responsibly, sensitively and in compliance with applicable law
· Security – The implementation of reasonable technical, administrative and physical procedures to protect user information from unauthorised use.
· Enforcement & Accountability – Until the code can be enforced by a third party, marketers are expected to use evaluations of their practices to certify compliance.

“The MMA believes that strong consumer privacy standards are essential to the success of mobile marketing by protecting mobile users from unwanted communications on their mobile devices. It is only through industry support of strong privacy guidelines that the power of mobile marketing can reach its full potential,” said Russell Buckley, MMA global board chairman.