Two US senators, Olympia Snowe (R-Maine) and Bill Nelson (D-Fla.), are looking to enact legislation around marketing on the mobile phone. The legislation aims to give the FCC and the FTC more control to govern mobile marketing messages.
The industry has been working to keep the government out of mobile marketing through adhering to mobile marketing best practices. The Mobile Marketing Association (MMA) has an established set of best practice guidelines called Code of Conduct for Mobile Marketing that encourages marketers to give the consumer control in order to avoid sending unwanted messages.
http://mmaglobal.com/policies/code-of-conduct
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=103493
