1 Department of Business Law, Aarhus School of Business, Aarhus BSS, Aarhus University2 Department of Law, Aarhus BSS, Aarhus University3 Department of Law, Aarhus BSS, Aarhus University
Advancements of the wired Internet and mobile telecommunication networks offer companies new advertising opportunities but this development also creates a need to consider acceptance and usability issues in order to ensure permission-based advertising. According to the law of the European Union (EU), only permission-based mobile advertising is allowed. In order to obtain consent from the mobile user, the advertiser is obliged to make an effective disclosure. However, these rules are not specific to this new context. It will be a great challenge for advertisers to translate the requirements into actual business practices in order to obtain meaningful consent from the mobile user. This article focuses on the evaluation of legal problems related to these issues in order to find adequate technical solutions concerning m-advertising. It is assumed that a technological design, which is in line with the legal framework, will ensure that the benefits of mobile advertising and the consumer willingness to accept mobile advertising will increase.
Business Law & Technology: Present and Emerging Trends, 2006, p. 197-211
Consent, disclosure, EU law, mobile advertising, mobile technology, permission-based advertising