If you're thinking about jumping into the evolving world of mobile marketing, the recently updated Mobile Marketing Association's  "Consumer Best Practices Guidelines" is probably an important piece of reading material.  The guidelines define ground rules and policies for mobile marketing as determined by a panel of mobile providers, content providers, and advertisers.

ClickZ has a great article highlighting the recent changes.  The article also further stresses the importance of reviewing the guidelines before conducting a mobile marketing campaign.  As Larua Marriott puts it, the guidelines are strictly enforced by all parties involved.

Some of the highlighted changes include:

• Pre-checked terms and conditions are not acceptable.  Consumers must actively opt-in to mobile marketing campaigns.
• Programs cannot be called "free" if they must pay for services before a reasonable amount of time has passed.
• Advertisers cannot transfer free or paid campaigns to recipients of recycled numbers.
• Deactivation requests must be honored within 3 business days.

ClickZ has further information on the changes that were made in November and the full document can be downloaded in PDF format.