Mobile Marketing Key Legal Issues: Mobile Technology, Location-Based Services, Mobile Commerce

Navigating Evolving Laws on Privacy, Consumer Consent, Disclosures and More

Recording of a 90-minute CLE webinar with Q&A


Conducted on Tuesday, November 18, 2014

Recorded event now available

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Program Materials

This CLE webinar will examine the key legal issues that arise with mobile marketing involving mobile apps, ads, wearable devices, text messaging, location tracking, mobile commerce and other emerging technologies. The panel will discuss best practices to ensure compliance with the numerous complex laws regulating mobile marketing.

Description

Mobile marketing technology is quickly evolving, and the regulatory and enforcement environment is trying feverishly to keep up. Companies are now using text messaging, mobile apps, location-based services, wearable technology and other wireless devices to advertise products and services to consumers. Mobile commerce is also emerging as a new payment option for consumers.

While mobile marketing creates new business opportunities, it also introduces new legal risks. Mobile marketing regulations are ever-changing and overlapping. Businesses utilizing mobile marketing must comply with the Federal Trade Commission Act, Telephone Consumer Protection Act, privacy and data security laws, wireless carrier standards, industry standards, and much more.

Complying with the multitude of laws is an ongoing challenge and is further complicated by practical limitations of the devices. For example, making the required FTC disclosures on a small screen is proving to be difficult, as is repurposing advertising content for viewing on a mobile device. Companies and their counsel must determine how to balance the legal risks of mobile marketing with market demands and grow their business.

Listen as our authoritative panel of attorneys explains current legal and business trends surrounding mobile marketing and offers best practices to meet the myriad regulatory standards and minimize litigation risk.

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Outline

  1. Latest mobile marketing trends
    1. Mobile ads
    2. Mobile apps
    3. Text messaging
    4. Wearable technology
    5. Location-based services
    6. Sweepstakes and contests
    7. Advertising on third-party apps/targeted advertising
    8. Mobile commerce/payments
  2. Key laws regulating mobile marketing activities
    1. FTC Act
    2. Telephone Consumer Protection Act (TCPA)
    3. Privacy and data security laws and guidelines
    4. Wireless carrier standards and guidelines
    5. App Store and Google Play Policies and Guidelines
    6. Third-party platforms
    7. Government guidelines
    8. International laws
  3. Strategies/best practices to meet regulatory standards and minimize liability

Benefits

The panel will review these and other key issues:

  • Current regulatory, enforcement and litigation trends surrounding mobile marketing
  • Latest trends in technology used for mobile marketing
  • Legal and industry standards governing mobile marketing
  • Special challenges with mobile commerce
  • How to make required FTC disclosures on a small screen and repurpose advertising content for viewing on a mobile device
  • How to make sure terms of use and privacy policies are binding on users

Faculty

Nathan J. Hole
Nathan J. Hole

Partner
Loeb & Loeb

Mr. Hole counsels clients on emerging media and technology-related activities, including the preparation and...  |  Read More

Brian Nixon, Esq.
Brian Nixon, Esq.

Loeb & Loeb

Mr. Nixon counsels clients on matters involving mobile commerce, gift card program design and execution, privacy...  |  Read More

Christine M. Reilly
Christine M. Reilly

Partner
Loeb & Loeb

Ms. Reilly regularly counsels clients on marketing and advertising issues and compliance with consumer laws. She has...  |  Read More

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