The Mobile Advertising Regulation Briefing

Overview

This briefing document provides a concise overview of the advertising regulatory regimes currently in place on both a national and international level, and highlights how these apply to the mobile environment.

It focuses on both legislative measures and industry self-regulation for both the mobile and advertising industries and provides overviews of key bodies in selected markets including the US, Canada, Australia, India and the UK.

This briefing document is available at no extra cost when purchasing the mobile advertising report at multi user and enterprise level.

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Table of Contents

1. Introduction

Figure 1: Regulating/Governing the Mobile Advertising Industry

2 Advertising Regulation

2.1 Pan-European Legislation
i. Privacy
a. Directive 95/46/EC: Processing Personal Data and the Protection of Privacy
b. The E-Commerce Sector Data Protection Directive (2002/58/EC)
c. The Data Retention Directive (2006/24/EC)
d. The Distance Selling Directive (97/7/EC)
e. The E-money Directive
ii. Misleading Advertising
iii. Inappropriate Advertising
iv. National Implementation of EU Directives
2.2 National/International Self-Regulation
i. Codes of Practise & Sanctions
ii. National & International Advertising Standards Bodies
a. North America
b. Europe
Table 1.1: European Advertising Self-Regulatory Organisations (SROs)
c. Indian Sub Continent
d. Rest of Asia Pacific
e. Africa & Middle East

3. Mobile Content Regulation

3.1 Pan-European Activities
i. European Framework on Safer Mobile use by Younger Teenagers and Children
Table 1.2: Implementation of European Framework for Safer Mobile Use by Younger Teenagers and Children, by Country, 2010
ii. The EU Mobile Services Sweep
3.2 National Legislation Pertaining to Mobile Services/Mobile Advertising
i. National Regulation: PhonepayPlus (UK)
3.3 National Self Regulation
i. Case Study: UK
ii. Case Study: US
iii. Case Study: South Africa

4. Mobile Advertising Self Regulation

4.1 Mobile Marketing Association (MMA)
i. Aims and Objectives
ii. Mobile Advertising Guidelines
a. Global Code of Conduct for Mobile Advertising
b. Global Mobile Measurement Ad Currency Definitions

Glossary

Companies Referenced

ASA, ASC, ASCI, Coca-Cola, EASA, FTC, Mcdonalds, MMA, NARC, PhonePayPlus, RAC, Unilever