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

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.