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The legal aspects of a location-based mobile advertising platform
Aarhus University, School of Business. (Centre for International Business Law)
Geomatic ApS - Center for Geoinformatics .ORCID iD: 0000-0003-1164-8403
2008 (English)In: International Journal of Intellectual Property Management, ISSN 1478-9647, Vol. 2, no 3, 261-275 p.Article in journal (Refereed) Published
Abstract [en]

Recent advances in Information and Communication Technology (ICT), such as the increasing accuracy of Global Positioning Systems (GPSs) technology and the miniaturisation of wireless communication devices, pave the road for Location-Based Services (LBSs). Among these services, m-advertising is predicted to represent a high-yield revenue stream. In this article, the possibilities of using a Location-Aware Mobile Messenger (LAMM) for the purpose of m-advertising is introduced. To avoid m-advertising becoming an extremely intrusive practice by neglecting the user's privacy, the objective of this article is to introduce a location-based advertising platform which complies with the provisions imposed by European Union (EU) law with regard to personal data protection.

Place, publisher, year, edition, pages
InderScience Publishers, 2008. Vol. 2, no 3, 261-275 p.
Keyword [en]
EU law and legislation, personal data protection, mobile advertising, location-based advertising
National Category
Law and Society Computer Science
URN: urn:nbn:se:kth:diva-86027DOI: 10.1504/IJIPM.2008.02114OAI: diva2:500378
QC 20120510Available from: 2012-02-13 Created: 2012-02-13 Last updated: 2012-05-10Bibliographically approved

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Gidofalvi, Gyözö
Law and SocietyComputer Science

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