FTC to monitor mobile marketing

The Federal Trade Commission said it will carefully monitor the burgeoning mobile marketing space in an effort to halt deceptive or unfair content offers, warning mobile content providers they must fully disclose costs incurred when consumers download or click on mobile applications. Speaking at the regulatory body's "Beyond Voice: Mapping the Mobile Marketplace" event, commissioner Jonathan Leibowitz said the FTC is particularly concerned with mobile messaging, games and video services marketed to children and teens. "Kids are usually more facile and fearless with technology than their parents--quick to click first and ask questions later," Leibowitz said, according to an AdvertisingAge report. "A mobile phone that gives them easy access to content and purchasing power makes them easy prey for aggressive marketers…We believe in self-regulation, but we are going to police the wireless space."

Earlier this week, non-profits the Center for Digital Democracy and the U.S. Public Interest Research Group announced [1] at the "Beyond Voice" conference amendments to their 2006 complaint on interactive marketing techniques and consumer privacy concerns to include mobile marketing. During testimony, Center for Digital Democracy executive director Jeff Chester said "The 'mobile marketing ecosystem,' as the industry terms it, poses new threats to consumers. Many of the same practices that have raised concern about online privacy--including profiling and behavioral targeting--are being migrated over to what is called the 'mobile web.'" Chester called on the FTC to assume a leadership role to guarantee consumer interests are reflected in mobile marketing applications and data collection techniques.

For more on the FTC's mobile marketing concerns:
- read this AdvertisingAge article [2]

Related articles:
Forecast: Mobile marketing [3] growth to $24B by 2013
Measuring mobile marketing [4]