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Regulating mobile advertising in the European Union and the United States

Authors
Journal
Computer Law & Security Review
0267-3649
Publisher
Elsevier
Publication Date
Volume
24
Issue
5
Identifiers
DOI: 10.1016/j.clsr.2008.07.002
Disciplines
  • Communication

Abstract

Abstract 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 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.

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