* Notice: Users should be informed of the marketer's identity and the purpose for which location information is being captured and used.
* Choice and consent: Opt-in consent should be obtained and a simple opt-out process provided.
* Customization and constraint: Customer data should be handled responsibly and only used for the purpose of providing relevant and valuable services.
* Security: Sufficient security to protect consumer data from unauthorized third-party access and use, should be provided.
* Enforcement and accountability: MMA members are expected must comply with the code of conduct, and should self-certify that they are doing so.