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Mobile advertising regulators join forces
Posted: 10-Jan-2002 [Source: FT]

[The Mobile Marketing Association has been formed with the union of the WAA and the WMA.]

by Maija Pesola, London -- The growing importance of mobile phone advertising as a marketing medium was underscored on Thursday, as the sector's two leading standards bodies announced that they were joining forces to provide more powerful leadership for the industry.

The merger will combine the Wireless Advertising Association, a global organisation founded in the US, with the Wireless Marketing Association, a UK-founded body with activities in Germany and Italy.

Mobile phone advertising has recently gained popularity with advertisers, with a number of consumer brands launching European campaigns using the medium. These have included mobile phone promotions by McDonald's in Germany, Cadbury's in the UK and Dunkin' Donuts in Italy.


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