Mobile Marketing Complicates Legal Compliance

Vol. 9 Special Edition

William B. Baker is of counsel at Wiley Rein LLP in Washington, DC, where he advises clients on privacy, consumer marketing, communications, and e-commerce law. He also serves as Budget Officer for the ABA Section of Science & Technology Law. He can be reached at

The contemporary mobile world—a wonderworld of mobile apps, storage in the cloud, texting, and precise geolocation—is transforming daily lives. And with so much of an individual’s life tied to one’s smartphone, it’s little wonder that advertisers desire a presence on the device as well.

Mobile marketing is on the rise. Estimates of the size of the mobile advertising market in the United States vary immensely, ranging from $2 million to more than $4 billion for 2012. Despite these wildly varying estimates, the trend is plainly upward.

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