Marketing firms targeting youths by SMS must seek parental consent

SMS marketers should seek parental consent before targeting minors with their campaigns, according to a new set of industry guidelines.

The Institute of Practitioners in Advertising (IPA) has created its guidelines for the mobile marketing industry -- worth around £18bn a year --, to complement the British Codes of Advertising, Sales Promotion & Direct Marketing (CAP) and the Independent Committee for the Supervision of Standards of Telephone Information Services (ICSTIS) Codes of Practice. According to an article in Revolution Magazine

emily | 9:35 AM | SMS Marketing & Advertising |
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