NEW YORK -- Protecting children under the age of 13 was one of the biggest issues addressed by the latest Mobile Marketing Association Consumer Best Practices Guidelines released on July 17.

As pre-teens have become the fastest growing segment of new phone purchasers, protecting them became paramount, per Laura Marriot, president of the MMA, Denver. “[Committee members from] Disney and MTV suggested we make more of an emphasis on protecting all of the folks in the ecosystem particularly those under 13.”

The new guidelines range from broad suggestions like complying with COPPA standards, to more targeted recommendations like avoiding exhortative language such as “only” and “just” when it comes to offers. For the complete guidelines go to: www.mmaglobal.com/bestpractices.pdf.

The other significant change to guidelines was adding mandatory double opt-ins when using interactive voice response or the mobile Web. For example, is you are purchasing a $1.99 Fall Out Boy ring tone, you have to confirm the purchase. “We didn’t address the mobile Web or voice in the past,” said Marriott. “This makes the services more foolproof. The worst thing that could happen is to have a consumer have a negative experience [in the mobile marketplace] and never come back.”

Source:  BrandWeek