LBS Marketing: Why The Federal Government Cares and What You Can Do About It - International Journal of Mobile Marketing

    1 December 2011

    With explosive growth of mobile broadband technology and consumer adoption of applications optimized for that technology, government interest and scrutiny of mobile marketing practices has never been stronger. In particular, Congress, the Federal Communications Commission (FCC) have developed a special interest in location-based services (LBS) and the marketing practices that LBS providers employ. While this article only discusses the collection and use of location-based data, the general concepts can apply to other types of sensitive personal information, such as social security numbers, birthdates, medical information, and mobile calling records. However, certain types of sensitive personal information are subject to distinct federal and state restrictions not discussed herein.

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    Reprinted with permission from International Journal of Mobile Marketing.