Direct Marketing, Mobile Phones, And Consumer Privacy: Ensuring Adequate Disclosure and Consent Mechanisms for Emerging Mobile Advertising Practices‪.‬

I. INTRODUCTION Mobile commerce is gradually emerging as a new commercial environment in the U.S., facilitated by the increasing numbers of consumers who have mobile phones and other portable wireless electronic communications devices. (1) No longer simply a mobile telephone, mobile phones offer new communications and information services. (2) Mobile commerce will enable consumers to use their mobile phones to conveniently purchase goods and services (like parking passes or theater tickets) and to receive timely information content (like directions and maps). (3) Mobile commerce is also generating new advertising opportunities for suppliers of new and existing products and services directed at consumers through their mobile phones. (4) Consumers may welcome mobile advertising or view it as an annoyance. In either case, this Article argues that consumers and advertisers should be concerned about protecting consumers' privacy and personal data in this new environment.