In 2005, the Mobile Marketing Association (MMA) published its first set of Mobile Advertising Guidelines for the mobile web. Over the past three years, the guidelines have evolved to include display (mobile web and downloadables) and messaging (SMS and MMS). The next revision of the guidelines will also include video/television.

The guidelines are released every six months and are the result of collaboration across the MMA Mobile Advertising Committees in Asia Pacific (APAC), Europe, Middle East & Africa (EMEA), Latin America (LATAM) and North America (NA). The guidelines have received global support and endorsement from MMA membership world-wide as well as supporting organizations including GSMA, dotMobi Advisory Group, IAB UK, IAB Mexico and so on.

The guidelines will be translated into local languages and as new translations become available, they will be posted here.

To view the MMA’s current global Mobile Advertising Guidelines and associated white papers, please download:


Mobile Applications
An educational white paper on the opportunities for mobile applications in mobile advertising.

Mobile Advertising Guidelines
Global mobile advertising formats and best practices for display and messaging.

Mobile Advertising Overview
An educational white paper on the opportunities for mobile advertising.

Mobile Measurement Ad Currency Definitions
A set of definitions for the measurement of mobile media advertising currency.

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