TAILIEUCHUNG - Direct Marketing, Mobile Phones, and Consumer Privacy: Ensuring Adequate Disclosure and Consent Mechanisms for Emerging Mobile Advertising Practices

The data set we received from CIBC has 304,698 observations. Each observation represents a customer and is described by 407 variables, both categorical and numerical. The variable “index” gives the ID of the customer and the variable “target” describes whether the customer had responded to the previous campaign. There are a lot of missing values. Detailed descriptions on the meaning of each variable were not provided. All of the observations had received the direct promotion. Based on the responses, there are two classes ― the positive class consists of the responders, and the negative class consists. | Direct Marketing Mobile Phones and Consumer Privacy Ensuring Adequate Disclosure and Consent Mechanisms for Emerging Mobile Advertising Practices Nancy J. King I. II. MOBILE Commerce and mobile III. M-ADVERTISING raises privacy Concerns for IV. privacy regulation and mobile V. federal privacy regulation and A. Breach of Privacy Policies as Unfair Trade Practices. 262 B. Spamming as an Unfair Trade 1. Opt-out Consent is the Minimum Required to Send Unsolicited Advertising Accessed on Mobile 2. Opt-in is Required to send M-Ads Directly to Mobile Phones Using MSCMs. 271 Associate Professor Oregon State University College of Business 200 Bexell Hall Corvallis Oregon 97331-2603 541-737-3323 kingn@. . . Gonzaga University. The author expresses gratitude to the Fulbright Program the J. William Fulbright Foreign Scholarship Board and the Commission for Educational Exchange between the United States of America Belgium and Luxembourg European Union Program for the award of a 2007-2008 fellowship to support her research on privacy issues related to global regulation of mobile communications technologies. This Article provides the . law foundation for a . European Union comparative law study of privacy issues related to mobile communications technologies. 239 240 FEDERAL COMMUNICATIONS LAW JO URNAL Vol. 60 C. Telemarketing as Unfair Trade 1. The T elemarketing S ales 2. The Telephone Consumer Protection D. Mobile Carriers Obligations to Protect Phone Subscribers Personal 1. Customer Proprietary Network 2. Subscriber List Information and Access to Mobile Phone 3. Federal Preemption Limits State Law Regulation of Telecommunications Carriers That Aim to Enhance Telephone Subscribers Personal Data Protection. 292 4. Legislative and Administrative Proposals Aim to Enhance .

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