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According to legal experts, one of the greatest mobile marketing challenges is its permission-based nature.

While other forms of direct marketing such as email and telemarketing require the opt out option for consumers, mobile marketing requires the consumer's express consent, or opt-in, to be able to contact them.

According to advertising and marketing law expert Gonzalo Mon, an attorney with Kelley Drye & Warren, there have been a number of lawsuits against companies which sent text messages to consumers without first obtaining their permission.

All of the court cases have similar results: text messages are subject to the Telephone Consumer Protection Act, which requires that companies obtain the consumer's consent before they send text messages.

Marketers who do not understand or know about express consent subject themselves to class action lawsuits with enormous financial exposure for engaging in what otherwise is considered legitimate marketing behavior. They can not and should not rely on a vendor which represents a list as an “opt-in” list without first determining how the permission was obtained and whether the permission expressly contemplates the contact by the marketer.

For tips on how to obtain consent as well as other guidelines on Mobile Web, messaging, applications, and mobile video and TV, marketers should consult the MMA Guidelines - http://www.mmaglobal.com/mobileadvertising.pdf

 


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