The Mobile Marketing Association (MMA) has released its European Bluetooth Marketing Guidelines for public consultation.

They aim to provide a reference framework for any company using Bluetooth marketing, and are the result of discussions between operators, content providers, advertising agencies, brands and technology firms.

The guidelines cover issues such as delivery, content and legislation, and although they focus on Bluetooth at the moment, the MMA says in the future, they'll expand to wi-fi, Near-Field Communications (NFC) and location-based services.

"Bluetooth has several clear advantages that make it an attractive way to distribute content but must have consistent deployments," says Laura Marriott, MMA President. "As with other forms of mobile marketing communication, it is important to provide guidelines that ensure a positive user experience."

Mobile games firms have often been keen to test Bluetooth marketing. In 2005, THQ Wireless experimented with beaming mobile games to users' handsets using a system called Beamzone.

Meanwhile, at the recent Develop Mobile conference, Glu's Patrick Mork asked "Why shouldn't I be able to go into Covent Garden tube and buy a game from a Bluetooth kiosk for my journey home?"

The MMA's public consultation will last until 26 September, after which it'll use the feedback to finalise the guidelines for publication in late October.

You can find them here.