Monday, October 08, 2007
Mobile marketing and new legal aspects.
It seems that this new media are gaining importance and its regulation is going to be fundamental to success. The Spanish Ministry of Industry, Tourism and Commerce is going to standardize the use of SMS using the same regulation we have for email, based on the consent of the user - they are not make life difficult for their self-.
It seems that the regulations always go slower than the market. Not only that, but that the norms seem that they have been elaborated without understanding the technology and its use. The annoyance of a SMS nonasked is far from the annoyance of an email. The immediacy or the impossibility to introduce filters anti-Spam, lets to the exposed consumer to suffer intrusive ads. Also it’s not regulated the publicity in formats different than SMS, once again is left all ambiguous.
For example, something that usually requests in any form of a game ours to send information to an advertiser, the email info. The email it’s considers personal data, if it indicates full name, company, etc. Juan_Antonio_muñoz@miservidor.com, would consider personal data. If the data is wow@hotmail.com, no longer personal data is considered. Who knows what kind of email use their customer? .
Let us cross the fingers, I hope they will do their best to regulate a new media with a 102% of penetration, and avoid the copy-paste from the regulation referring to Internet.
Labels: advergaming, mobile games
posted by Juan Antonio Muñoz-Gallego : 10:53 am
