As advertising within digital channels continues to grow thanks to breakthroughs in technology, the Federal Trade Commission is getting busy. As Mobile Marketer first reported, FTC commissioner Jon Leibowitz outlined some of his concerns in a town-hall forum in early May. His comments may indicate emerging guidelines to regulate the still evolving discipline of mobile marketing.First, disclaimers will have to be included. If mobile coupons, for an example, must have a disclaimer on them (which are often lengthy), will text messages expand beyond their current character limitations? Or does mobile marketing become more about awareness than sales-driving calls to action?
Second, the FTC is concerned about the possibilities of spam over mobile. To me, this is an understandable form of regulation, something that has enhanced email marketing from the consumer’s perspective.
For some, here’s the whopper – the FTC will take a very close look at the admissibility of GPS/location-based targeting. The concern revolves not only around the targeting, but the frequency that consumers may receive the messages.
The final point outlined in Leibowitz’s speech is marketing to teens via a mobile device.
A trend to follow is how the opt-in evolves in mobile marketing. The opt-in has become important for email and even behavioral targeting. It is safe to assume the same will be true of mobile, especially as it relates to location-based mobile targeting.
Interestingly, resolving the differences between the web on mobile and the mobile web may solve these issues entirely. If the web on mobile (e.g. the iPhone) wins out, then a mobile device is just another device with regular Internet and email access. The winner of that battle will forever change mobile strategies, tactics and the entire mobile landscape.
