One discussion that has been at the top of everyone’s mind is that of privacy in the mobile medium. After the whole fiasco that was the Facebook privacy policy, consumers wonder, is anything really private anymore?
Recently, the news about town has been the lawsuit against Apple for privacy violations. It alleges violations of computer fraud and privacy laws by enabling advertising networks to track consumer activity in the apps for the iOS based on a unique identification number. The suit followed the infamous Wall Street Journal report that raised privacy concerns over personal data transmission through both iOS and Android apps.
With growing privacy concerns with regard to the kind of consumer data that is revealed through the use of various mobile services, several industry members have started adopting practices that work towards a more transparent and secure consumer environment. The MMA is no exception. We have consistently championed the use of privacy best practices and clearly defined our stand on privacy guidelines for the industry.
To this end, MMA has launched an initiative focused on the development of a comprehensive set of mobile privacy guidelines to complement its already well-established Global Code of Conduct. The objective of these guidelines is to address the growing need for marketers and consumers to have a transparent, accepted understanding as to how consumer information is collected and used for the purposes of relevant value exchange within a mobile marketing context and across market sectors.
The MMA’s mission has always been to educate influencers on industry best practices and codes of conduct. This is to ensure a responsible and non-intrusive provision of mobile marketing services, to equip industry players with relevant information that is needed for self-regulation.
I cannot emphasise enough that wireless subscribers have a right to privacy. There are numerous rules in place that content providers need to abide by in order to respect this right.
Content providers must obtain approval from their subscribers before sending out any content. Clear directions on how to unsubscribe from a program should be made available. To avoid a poor user experience, content providers should be wary of the number of messages sent to subscribers. In addition, a double opt-in system should be adopted for premium rate programs to notify the subscriber of any financial obligation that they might incur from subscription to the program.
With every opt-in, there should be an option for opt-out should a subscriber choose to do so. A subscriber should be able to stop participating in any program by sending some sort of shortcode used for the program. When sent, these words must cancel the subscriber's previous opt-in for messaging. Moreover, each wireless carrier or service provider should be held accountable to their respective customers.
These measures are all reflective of the 6 C’s that form the basis of MMA's Code of Conduct and its Consumer Best Practices. These include choice, control, customisation, consideration, constraint and confidentiality.
I strongly encourage influencers to continue to work with the MMA towards educating the industry through the use of the global wealth of knowledge and experience that our members possess. Privacy is and should continue to be high on our priority lists as we establish a clear understanding that it is an absolutely essential component for sustaining our industry and helping it grow.
