Mobile advertising is a gradually developing component of the marketing mix that includes advertisements directed to or accessed on consumers' mobile devices. Growing concerns about the protection of the consumers' personal data are being raised since mobile advertising may become an extremely intrusive practice in an intimate personal space. Approaches of protecting consumer privacy and the consumers' personal information differ greatly throughout the world. This article contrasts the regulatory environment in the European Union and in the United States applicable to the consumer's privacy and personal data used for mobile advertising purposes while also examining the effectiveness of each of these approaches.
Business and Law: Theory and Practice, 2008, p. 193-216
mobile advertising, mobile spam, information privacy, data protection, EU law, U.S. law
Main Research Area:
2nd International Conference on Business, Law and Technology (IBLT), 2008