A Study of the Information Privacy on Mobile Advertising
Date Issued
2011
Date
2011
Author(s)
Tung, Hsien-Kang
Abstract
Mobile commerce is gradually emerging as a new commercial environment in Taiwan, facilitated by the increasing numbers of consumers who have smart phones and other portable wireless electronic communications devices. Mobile commerce will enable consumer to use their mobile phones to conveniently purchase goods and services. Mobile commence is also generating new advertising opportunities for suppliers of new and existing products and services directed at consumers through their mobile phones. Consumers may welcome mobiles advertising or view it as an annoyance. In either case, this thesis contends that consumers and advertisers should be concerned about protecting consumers’ privacy and personal data in this new environment.
Two key privacy concerns for Taiwan consumer arising from mobile advertising practices are: 1) the collection, use, and disclosure of consumers’ personally identifying information that accompanies mobile advertising; and 2) the generation of unsolicited mobile advertising.
The primary goal of this thesis is to assess the adequacy of existing Taiwan Laws designed to protect consumers’ privacy and personal data with respect to mobile advertising directed at or accessed by consumers through their mobile phones and other wireless communication devices. The thesis argues that consumers are entitled to fair information practices associated with mobile advertising that should include at least the right to receive meaningful notice and to give their informed consent to the collection, use, and disclosure of their personal information. It also argues that consumers have the right to choose whether to receive mobile advertisements. The thesis offers insights and recommendations from current personal data protection laws, and assesses the impacts of the advanced techniques on privacy.
It is essential to find consumer privacy solutions for mobile advertising in order to build consumer trust, after all, the trust from consumers will enable the newly emerging mobile advertising industry to grow and flourish.
Subjects
mobile commerce
mobile advertising
information privacy
privacy
global position system
location base service
radio frequency identification device
spamming
unsolicited advertisement
Type
thesis
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