The article discusses the unique legal challenges that marketers face when using mobile phones to interact with consumers. The article translates which laws written for a wired world apply within the mobile industry. Gonzalo Mon
notes it is difficult to identify which laws apply, because mobile phones allow marketers to interact with consumers using different technologies and these technologies can be governed by different laws. Gonzalo outlines the laws that mobile marketers must uphold, including compliance with the Telephone Consumer Protection Act (the “TCPA”) and The Children’s Online Privacy Protection Act (“COPPA”).