Mobile Marketing Group Issues Privacy Guidelines

NEW YORK — In attempt to protect consumer privacy, the Mobile Marketing Association issued guidelines Tuesday on location-based targeting, or the practice of using geographical-sensitive technology to beam messages to a consumer based on their location. The MMA is a trade organization that represents advertisers and agencies, among others, such as Lot 21, AT&T Wireless, AvantGo and Ogilvy Interactive, that engage in advertising or marketing on mobile devices.

As part of the suggested guidelines, the MMA recommended that its members not merge personally identifiable information with a mobile subscriber’s location information without their consent.