The article discusses potential issues a company may face when employing mobile marketing strategies. The article points out that some of the biggest problems companies face have to do with failure to disclose offer terms or get consent. Advertising laws require advertisers to disclose important offer terms in a "clear and conspicuous" manner. The absence of a specific standard provides advertisers with some flexibility, but it also creates some uncertainty over whether a disclosure will comply with relevant laws. It shares the "Four Ps," which The Federal Trade Commission encourages advertisers to consider, including proximity, placement, prominence and presentation. The article highlights and discusses other potential issues in further detail, such as campaigns involving multiple parties and agreements with those partners.