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.
Cotton seedling freezes to death as Chang'e-4 shuts down for the Moon's 14-day lunar night
Fortnite easily out-earns PUBG, Assassin's Creed Odyssey and Red Dead Redemption 2 in 2018
Meteor showers as a service will be visible for about 100 kilometres in all directions
Saturn's rings only formed in the past 100 million years, suggests analysis of Cassini space probe data
New findings contradict conventional belief that Saturn's rings were formed along with the planet about 4.5 billion years ago