Inside Mobile Marketing

I was unable to attend the event, but judging from the various articles from those marketers and press members that did attend it sounded like both sides or rather all sides (marketers, government and consumer watch groups) all brought up valid and thought provoking points.

As a mobile marketing practitioner however, what I was looking for is the FTC’s stance on the possibility of getting more actively involved in the regulation of the industry.  IF the FTC does get involved, you can add them to the list of those drafting ‘rules’ for marketers to abide by (SEE -  MMA, CTIA, MEF and of course the Carriers).   For now, however, the FTC looks content to continue to lean on the MMA and Carriers to set the pace, but will be keeping one eye open on the space as it evolves.  (Rest assured though that if complaints start piling up they will be forced to act.)

FTC Commissioner Jon Leibowitz was quoted as saying, “In an era of broadband and information services, the FTC will be watching and is watching closely. We strongly believe, as many of you know, in self-regulation, but we are also going to police the wireless space.” 

So mobile marketers, take notice.  The industry has the feel that things will only get harder in the short term with regards to ensuring software platforms, program briefs, business processes, etc. are in compliance with ALL of the various players before a SINGLE, common-set of guidelines is established (pipe dream?).  The Carriers especially are NOT sitting back idly waiting for the gov’t to start regulating their business practices - they have tightened their screws around their interpretation of the MMA Best Practices and their own ‘addendum’s’ to the MMA guidelines.