Posted: May 6, 2008

The Center for Digital Democracy and the U.S. Public Interest Research Group have announced their intention to file a joint complaint to the FTC about mobile marketing. Their main concerns include behavioral targeting and profiling techniques which internet marketers have used for years to gather information on potential customers without their consent.

Interestingly enough, the FCC already prohibits marketers from sending text message ads to consumers without their opt-in consent, which is one of the main reasons that Cellit has chosen text-messaging as their main delivery technique. It is other techniques, such as wireless application protocol banners or search ads, which are not regulated, that give the advocacy groups the most reason for concern. They want to make sure that regulations are put into place that prevent the sorts of abuses that internet marketers have committed from re-occurring in the mobile space.

Ironically, mobile marketing has the most potential for both extremes. Unwarranted data collection and location-based targeting can of course lead to highly invasive marketing.  Yet, when used in a responsible, opt-in-based manner, it becomes the least intrusive type of advertising, as consumers are only subjected to marketing they have specifically asked for. This is what most mobile marketers, including Cellit, have chosen to pursue.

The CTIA has already released guidelines which prohibit location-based services that do not include obvious consumer consent. The mobile marketing community has shown time and time again a willingness to police itself and protect the privacy rights of consumers before they are ever asked to do so. We are determined not to repeat the mistakes made by internet advertisers and will continue to foster an environment of trust and transparency as mobile marketing becomes a larger part of the advertising world.

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