MMA: mobile space needs kid-friendly guidelines

As mobile marketing grows, so does the worry that children will be unfairly targeted by marketers. To put parents and marketers minds at ease, the Mobile Marketing Association has issued a few kid-friendly guidelines.

by Kristina Knight

The guidelines are geared specifically to keep ads from those under the age of thirteen.

First on the list is opt-in preference. Rather that asking users to confirm opt-in to a list only once, the guidelines suggest asking twice for confirmation that a user wishes to opt-in to any mobile service.

By asking for a double confirmation, the MMA hopes to cut down on children "accidentally" signing up for a mailing list through their mobile phones.

Second is the language that is used in mobile ads. The guidelines suggests not using aggressive language in ads and not asking young users to respond "right now".

Mobile marketing is expected to show huge growth over the next five years. By 2011, digital and mobile marketing efforts are expected to push the global ad spend past $2 trillion. Roughly 70% of that revenue is expected to be from so-called convergent platforms - handheld devices, home computers and television.

Advertisers who begin following guidelines now are more apt to see continued growth in the long-term. Living by the guidelines issued now will make it easier to comply with laws governing advertising to minors should lawmakers get involved with the platforms.