The emergence of the wired Internet and mobile telecommunication networks is creating new opportunities for advertisers to generate new revenue streams through mobile users. As consumer adoption of mobile technology continues to increase, it is only a question of time when mobile advertising becomes an important part of marketing strategies. The development of mobile advertising, however, will be dependent on acceptance and usability issues in order to ensure permission-based advertising. Growing concerns about the protection of the users' privacy have been raised since mobile advertising may become extremely intrusive practices in an intimate personal space. This article focuses on the evaluation of legal problems raised by this novel form of 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.
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BILETA 2007 Annual Conference: Paper, scissors, stone: Business, law and politics - the E and M-Commerce debate