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MMA GUIDELINES FOR COUPONS
MMA has published many guidelines for mobile couponing. The organization has announced the publication of "Guidelines and Best Practices in Mobile Price Promotions," which is created by the MMA's Mobile Couponing Committee.
MMA defines Mobile coupons as rebates that traverse the full redemption process without the requirement for conversion into a paper or other hard-copy format.
A recent joint study by the MMA and Synovate indicates that about 30 percent of U.S. consumers are interested in mobile coupons.