Effective approaches to regulate mobile advertising: Moving towards a coordinated legal, self-regulatory and technical response

Computer Law and Security Review

Volumn 26, Issue 2, 2010, Pages 158-169

  Cleff, Evelyne Beatrix ^a  

^a AARHUS SCHOOL OF BUSINESS   (Denmark)

Author keywords

Data protection; Direct marketing; EU law; Mobile advertising; Mobile computing; Privacy; Regulation; Self regulation; U.S. law

Indexed keywords

DATA PROTECTION; DIRECT MARKETING; EU LAW; MOBILE ADVERTISING; PRIVACY REGULATION;

LAWS AND LEGISLATION; MARKETING; MOBILE COMPUTING;

DATA PRIVACY;

EID: 77949548398     PISSN: 02673649     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.clsr.2009.11.009     Document Type: Article

References (34)

1. Baumer D.L., Earp J.B., and Poindexter J.C. Internet privacy law: a comparison between the United States and the European Union. Computers & Security 23 5 (2004) 400-412
2. Bonnici J.P.M. Self-regulation in cyberspace (2008), T.M.C. Asser Press, The Hague
3. Cate F.H. The failure of fair information practice principles. In: Winn J.K. (Ed). Consumer protection in the age of the 'information economy' (markets and the law) (2006), Ashgate Publishing, Surrey, UK 341-377
4. Cavoukian A, Gurski M. Privacy in a wireless world. Paper presented at the business briefing: wireless technology 2002; 2002. Available at: http://www.ipc.on.ca/.
5. Cleff E.B. Implementing the legal criteria of meaningful consent in the concept of mobile advertising. Computer Law & Security Report 23 (2007) 262-269
6. Cleff E.B. Regulating mobile advertising in the European Union and the United States. Computer Law & Security Report 24 (2008) 421-436
7. Cleff E.B., and Gidofalvi G. The legal aspects of a location-based mobile advertising platform. International Journal of Intellectual Property Management 2 3 (2008) 261-275
8. Council Directive 93/13/EEC of 5 April 1993 on unfair terms in consumer contracts, OJ L 095, 21.04.1993.
9. Cleff E.B., and King N.J. NCTA v. FCC - do commercial free speech justifications trump consumers' personal data protection rights? Answer to shape mobile advertising industry?. International Journal of Private Law 3 1 (2010)
10. Directive 95/46/EC of the European Parliament and of the Council of 24 October 1995 on the protection of individuals with regard to the processing of personal data and on the free movement of such data [hereinafter EU Data Protection Directive], OJ L 281, 23.11.95.
11. Directive 2002/58/EC of the European Parliament and of the Council of 12 July 2002 concerning the processing of personal data and the protection of privacy in the electronic communications sector [hereinafter EU E-Privacy Directive], OJ L 201, 31.7.2002.
12. Directive 2005/29/EC of the European Parliament and of the Council of 11 May 2005 concerning unfair business-to consumer commercial practices in the internal market and amending Council Directive 84/450/EEC, Directives 97/7/EC, 98/27/EC and 2002/65/EC of the European Parliament and of the Council and Regulation (EC) No. 2006/2004 of the European Parliament and of the Council [hereinafter Unfair Commercial Practices Directive], OJ L 149, 11.6.2005.
13. Directive 2006/24/EC of the European Parliament and of the Council of 15 March 2006 on the retention of data generated or processed in connection with the provision of publicly available electronic communications services or of public communications networks and amending Directive 2002/58/EC [hereinafter Data Retention Directive], OJ L 105/54, 13.04.2006.
14. EPIC, et al. Further notice of proposed rulemaking: customer proprietary network information. [Comments of EPIC and nine other privacy and consumer groups]. (CC Docket No. 96-115 and WC Docket No. 04-36). Available at: (2007), Electronic Privacy Information Center. http://epic.org/privacy/cpni/cpni_070607.pdf
15. Goodwin C. Privacy: recognition of a consumer right. Journal of Public Policy & Marketing 10 1 (1991) 149-166
16. King N.J. Direct marketing, mobile phones, and consumer privacy: ensuring adequate disclosure and consent mechanisms for emerging mobile advertising practices. Federal Communications Law Journal 60 2 (2008) 229-324
17. Langheinrich M. Privacy by design - principles of privacy-aware ubiquitous systems. Paper presented at the UbiComp '01: proceedings of the 3rd international conference on ubiquitous computing, Atlanta, Georgia; 2001. Available at: http://www.vs.inf.ethz.ch/res/papers/privacy-principles.pdf.
18. Lee Y.-C. Will self-regulation work in protecting online privacy?. Online Information Review 27 4 (2003) 276-283
19. Miller G. Building privacy and security solutions into the technological architecture. The mobile wireless web, data services and beyond (Dec. 12-13, 2000), Response Statement for Day II Panel (Report to the Federal Trade Commission); 2000. Available at: www.ftc.gov/bcp/workshops/wireless/comments/miller.htm.
20. Nehf J.P. Recognizing the societal value in information privacy. Washington Law Review 78 (2003) 1-91
21. Nehf J. Direct marketing, mobile phones, and consumer privacy. [Forum]. Federal Communications Law Journal 60 2 (2008) 53-57
22. OECD guidelines on the protection of privacy and transborder flows of personal data (from 23 September 1980). Available at: http://www.oecd.org/document/18/0,3343,en_2649_34255_1815186_1_1_1_1,00.html.
23. Poullet Y. How to regulate Internet: new paradigms for Internet governance Self-regulation: value and limits. In: Monville C. (Ed). Variations sur le droit de la société de l'information Cahiers du Centre de Recherches Informatique et Droit (2001), Bruylant, Bruxelles 79-114
24. Reidenberg J. Technology and internet jurisdiction. University of Pennsylvania Law Review 153 (2005) 1951-1974
25. Robinson N., Graux H., Botterman M., and Valeri L. Review of the European data protection directive (2009), RAND Corporation. http://www.rand.org/pubs/technical_reports/2009/RAND_TR710.pdf Available at:
26. Seničar V., Jerman-Blažič B., and Klobučar T. Privacy-enhancing technologies - approaches and development. Computer Standards and Interfaces 25 2 (2003) 147-158
27. Solove D.J. Identity theft, privacy, and the architecture of vulnerability. Hastings Law Journal 54 (2003) 1227-1273
28. Solove D.J. The digital person: technology and privacy in the information age (2004), University Press, New York
29. Solove D.J., Rotenberg M., and Schwartz P.M. Information privacy law (2005), Aspen Publishers, New York
30. Wahlgren P. IT and legislative development. In: Wahlgren P. (Ed). Scandinavian studies in law. IT law vol. 47 (2004), The Stockholm University Law Faculty, Stockholm 601-618
31. WP15.1. Privacy and identity management for Europe. [Prime White Paper]. In: Marit H., and Krasemann H. (Eds). PRIME (D 15.1.d) (2005). https://www.prime-project.eu/ Available at:
32. WP29. Opinion 9/2004 on a draft Framework Decision on the storage of data processed and retained for the purpose of providing electronic public communications services or data available in public communications networks with a view to the prevention, investigation, detection and prosecution of criminal acts, including terrorism. [Proposal presented by France, Ireland, Sweden and Great Britain (Document of the Council 8958/04 of 28 April 2004)] [Opinion]. Article 29 Data Protection Working Party (11885/04/EN, WP 99); 2004. Available at: http://ec.europa.eu/justice_home/fsj/privacy/docs/wpdocs/2004/wp99_en.pdf.
33. WP29. Opinion 4/2005 on the Proposal for a Directive of the European Parliament and of the Council on the Retention of Data Processed in Connection with the Provision of Public Electronic Communication Services and Amending Directive 2002/58/EC (COM(2005)438 final of 21.09.2005) [Opinion]. Article 29 Data Protection Working Party (1868/05/EN, WP 113); 2005. Available at: http://ec.europa.eu/justice_home/fsj/privacy/docs/wpdocs/2005/wp113_en.pdf.
34. WP29. Opinion 3/2006 on the Directive 2006/24/EC of the European Parliament and of the Council on the retention of data generated or processed in connection with the provision of publicly available electronic communications services or of public communications networks and amending Directive 2002/58/EC [Opinion]. Article 29 Data Protection Working Party (654/06/EN, WP 119); 2006. Available at: http://ec.europa.eu/justice_home/fsj/privacy/docs/wpdocs/2006/wp119_en.pdf.