MMA issues guidelines for mobile coupon campaigns

04/12/2011 | MediaPost Communications ·

The MMA has released guidelines for mobile coupon campaigns that include a requirement for user opt-in, recommendations for best practices during all phases of a campaign and definitions of key terms. The rules come as MMA "research shows that consumer interest in mobile coupons continues to grow, giving brands, merchants and marketers a powerful new opportunity to establish and maintain relationships with consumers," said Greg Stuart, MMA's CEO.

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