quinta-feira, maio 26, 2005: INDUSTRY ISSUES NEW CELL PHONE ADVERTISING GUIDELINES

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In a move intended to facilitate the mobile phone's evolution from a voice medium into a multimedia marketing tool, the nation's leading cell phone service providers have adopted the first set of guidelines for mobile marketing.

The "Consumer Best Practices Guidelines for Cross-Carrier Mobile Content Services" covers unsolicited messages, advertising and promotional programs and opt-out requirements, especially those requiring subscriptions. The guidelines do, however, allow the selling of opt-in lists to third parties in certain cases.

"Good luck," said Gary Ruskin, executive director of Commercial Alert, a Ralph Nader group monitoring advertising. "The purpose of the Mobile Marketing Association is to safeguard this new form of spam that is literally in your face. That's the ugly fact."

Mr. Ruskin predicted that the proliferation of advertising on cell phones, especially when they are costing Americans money, will cause a consumer backlash in the U.S. as they have in Europe. He was particularly concerned about the industry's failure to ban the sale of cell-phone information to third parties
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