Two mobile marketing industry organisations have joined together in a move seen as highlighting the increasing significance of mobile phone advertising.
The merger will unite the Wireless Marketing Association (WMA), a UK-founded body with links in Germany and Italy, with the Wireless Advertising Association (WAA), an international organisation based in the US.
The two have formed the Mobile Marketing Association (MMA) to consolidate efforts and resources in their common goal to foster the mobile marketing industry and protect the interests of both the consumer and the industry.
Advertising via mobile phones has become of increasing importance to companies, with a number of consumer brands launching campaigns using text messaging.
Cadbury's, Carlsberg, Tango, Amnesty International and Capital Radio are among 35 organisations that have been involved in trials of advertising over mobile phones in the UK.
But the campaigns have raised concerns over privacy and data protection. As such, industry bodies have been called on to set up codes of practice by which companies can abide.
The MMA brings together the global members of the WAA, such as Unilever, AOL, Ogilvy Interactive, DoubleClick and Nokia, with the WMA's strong UK membership.
This includes network operators Orange, BT Cellnet and Vodafone, media companies News International, Freeserve and Lycos, and consumer brand owners such as drinks manufacturer Diageo.
Steve Wunker, co-chairman of the MMA European committee, said: "The MMA now has a much broader membership base which is vital if we are to gain mass acceptance of mobiles as a marketing medium."
He added that the association hopes to work on a variety of research projects on how phone users react to advertising and how to control privacy and fraud.
Found by calculating the strength of the material deep inside the crust of neutron stars
Can highlight in real-time the relevant regions of an image being described
Double legal trouble for Musk as he also faces civil lawsuit over renewed British pot-holer 'paedo' claims
Battery development could help boost performance of smartphones