Publication Details

Sarabdeen, J. 2008, 'Privacy and mobile marketing', in M. Demiralp, W. B. Mikhael, A. A. Caballero, N. Abatzoglou, M. Tabrizi, R. Leandre, M. I. Garcia-Planas & R. S. Choras (eds), New Aspects of Telecommunications and Informatics: Proceedings of the 7th WSEAS International Conference on Telecommunications and Informatics (TELE-INFO '08), WSEAS Press, USA, pp. 76-81.


Mobile advertisement is one of the best marketing mediums ever invented so far. It has the ability to target the users anywhere and anytime with personalized, location based and instant messages. The amazing features of mobile marketing led the users feel that their personal property got intruded without prior permission thus creates concerns over violation of personal privacy. This article using content analysis method analyses the possible violation of right to privacy in mobile advertising. The objective of analyzing is to know the legality of the mobile marketing practices and the level of protection guaranteed in the legislation. The finding suggests that there are existence legal provisions on the issue of right to privacy and long as the businesses adhere to the laws, mobile marketing is legal.