The Federal Trade Commission (USA) on May 6 and 7 held a Town Hall meeting, entitled Beyond Voice: Mapping the Mobile Marketplace,” to explore issues surrounding the evolving area of mobile commerce (m-commerce) and the implications for consumer protection policy.

Leibowitz from FTC stated that as mobile technology evolves so to must consumer protection. He recognized industry efforts to self-regulate. He warned that companies should not burry notice and choice in privacy polices and stated that companies should obtain opt-in consent for mobile marketing, particularly for location-based offerings.

Regarding QR Codes:

Hairong Li, Associate Professor of Advertising, Michigan State University, stated that personalized mobile phones have become central to increasingly mobile lifestyles. He defined mobile advertising as any communication for promotional purposes by use of mobile devices. He identified two kinds of marketing strategies: (1) the push strategy, and (2) the pull strategy.From the pull strategy, Prof. Li highlighted QR Code, which is commonly used in Japan to provide consumers with coupons and discounts. Based on his mobile advertising research, primarily in Asia, he concluded that:

• The mobile phone is a dream medium for advertisers, but it has not been realized;
• Consumer initiated processes should be the primary form of mobile advertising;
• Mobile phone users are especially sensitive to intrusive advertisements; and
• Added value is the real driver for user acceptance of mobile advertising.

Read the full summary of the Town Hall meeting from Venable LLP

Via Colin Crawford

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