Part of the Mobile Communications Resource Center, this is one of several presentations created by Michael Hanley for Ball State University's College of Communication, Information and Media. All rights are reserved.

1. Mobile Best Practices, Privacy and Children
Mobile Marketing
Code of Ethics,
Privacy and
Children
Class 5

2. Mobile Best Practices, Privacy and Children
Code of Ethics
Several mobile organizations have created Code of
Ethics for their members
Intent is to:
1.Protect consumers from fraudulent mobile
content
2.Help mobile companies operate within an ethical
framework
3.Help insulate the mobile industry from regulators
4.Provide the mobile companies with some legal
protection
5.http://www.mmaglobal.com/policies/code-of-conduct

3. Mobile Best Practices, Privacy and Children
Who Regulates Privacy?
The FTC initiates a privacy-related enforcement
action when it determines that a company’s privacy
representations and/or practices are unfair or
deceptive under Section 5 of the FTC Act.

4. Mobile Best Practices, Privacy and Children
Mobile Privacy Issues
Two key privacy issues for U.S. consumers arising
from mobile advertising practices are:
1)The collection, use, and disclosure of consumers’
personally identifying information that accompanies
mobile advertising; and
2) The generation of unsolicited mobile advertising.

5. Mobile Best Practices, Privacy and Children
Why Is Mobile Privacy An Issue?
Federal legislation provides minimal privacy
protections for consumers using mobile phones.
Advertisers, mobile carriers, mobile phone
manufacturers, app developers and other third
parties may all be involved in generating or delivering
mobile ads.
For example, advertisers may direct their messages
to consumers’ mobile phones by calling mobile
phone numbers to talk directly with consumers or
generating voice, text, instant, or multimedia
messages (e.g., video clips).

6. Mobile Best Practices, Privacy and Children
Why Is Mobile Privacy An Issue?
A key factor related to consumer acceptance of
mobile commerce and mobile advertising is likely to
be the relationship between consumer privacy and
consumer trust.

7. Mobile Best Practices, Privacy and Children
Overview of Personal Data and
Privacy Issues Related to Mobile
2 5 2 F E D E R A L C O M M U N I C A T I O N S L A W J O U R N A L [ V o l . 6 0
p r i v a c y .4 2
T h e p r i v a c y p r i c e t a g m a y i n c l u d e c o n s u m e r a c q u i e s c e n c e t o t h e
r e c e i p t o f m o b i l e a d v e r t i s i n g a n d f o r t h e u s e a n d d i s c l o s u r e o f th e i r
p e r s o n a l l y i d e n t i f y i n g i n f o r m a t i o n a n d e v e n l o c a t i o n d a t a t o f a c i l i t a t e m -
a d v e r t i s i n g .
E x h i b i t A
O v e r v i e w o f P e r s o n a l D a t a a n d P r i v a c y I s s u e s R e l a t e d t o M o b i l e
A d v e r t i s i n g — T h e F e d e r a l R e g u l a t o r y F r a m e w o r k
C o n t e x t s o f
P e r s o n a l D a t a
C o l l e c t i o n , U s e ,
e t c .
E x a m p l e s C u r r e n t F e d e r a l P r i v a c y R e g u la t i o n
C o l l e c t i o n a n d
U s e o f
C o n s u m e r s ’
M o b i l e P h o n e
N u m b e r s a n d
C o n s u m e r
P u r c h a s i n g
H i s t o r y
C o n s u m e r ’ s m o b i l e
( c e l l ) p h o n e n u m b e r
b e c o m e s a v a i l a b l e t o
a d v e r t i s e r s a n d i s u s e d
t o g e n e r a t e u n s o l i c i t e d
o r s o l i c i t e d m o b i l e
a d v e r t i s i n g c a l l s a n d
t e x t m e s s a g e s .
C o n s u m e r ’ s P I I ,
p u r c h a s i n g h i s t o r y , e t c .
c o l l e c t e d b y o n e
b u s i n e s s a n d s o l d t o
t h i r d p a r t i e s f o r
a d v e r t i s i n g a n d o t h e r
p u r p o s e s .
N o g e n e r a l l y a p p l i c a b l e f e d e r a l d a t a p r o t e c t i o n
r e g u l a t i o n p r o t e c t s c o n s u m e r s ’ P I I f r o m m -
a d v e r t i s i n g u s e s .
B r e a c h o f p r o m i s e s i n m - a d v e r t i s e r s ’ p r i v a c y
p o l i c i e s m a y b e e n f o r c e d b y t h e F T C a s u n f a i r o r
d e c e p t i v e t r a d e p r a c t i c e s .
“ O p t - i n ” c o n s e n t r e q u i r e d f o r t e l e m a r k e t i n g
s o l i c i t a t i o n s m a d e d i r e c t l y t o c e l l p h o n e s u s i n g
w i r e l e s s I n t e r n e t d o m a i n n a m e s o n t h e F C C ’ s
o f f i c i a l l i s t ( e .g ., e m a i l , t e x t , m u l t i - m e d i a , a u d io
a d s ) ; b u t c o l l e c t i o n / a c c e s s / d i s c l o s u r e o f m o b i l e
p h o n e n u m b e r s i s n o t r e g u l a t e d — a l s o m o b i l e
p h o n e n u m b e r s a r e n o t C P N I u n d e r r u l e s c o v e r i n g
m o b i l e c a r r i e r s .
P r o h i b i t i o n s o n u s i n g a u t o - d i a l i n g t e l e p h o n e
e q u i p m e n t t o d e l i v e r m o b i l e a d s w i t h o u t p r i o r
e x p r e s s c o n s e n t o f c a l l e d p a r t y m a y o p e r a t e t o
l i m i t m - a d v e r t i s i n g u s e s o f c e l l p h o n e n u m b e r s .
G e o g r a p h i c
L o c a t i o n D a t a o f
C o n s u m e r C e l l
P h o n e s
M o b i l e u s e r ’ s
g e o g r a p h i c l o c a t i o n i s
d e t e c t e d b y a m o b i l e
c a r r i e r o r t h i r d p a r t y a n d
u s e d t o g e n e r a t e
l o c a t i o n a n d t i m e
s p e c i f i c a d v e r t i s i n g .
L o c a t i o n d a t a i s a f o r m o f C P N I s o m o b i l e
c a r r i e r s ’ u s e / d i s c l o s u r e o f t h i s d a t a f o r m a r k e t i n g
p u r p o s e s i s r e g u l a t e d .
L o c a t i o n d a t a c o l l e c t e d b y n o n c a r r i e r s ( e . g .,
a d v e r t i s e r s ) i s n o t r e g u l a t e d a n d p r o b a b l y i s n o t
“ c o n t e n t s ” o f c o m m u n i c a t i o n s , s o n o t p r o t e c t e d b y
E C P A .
D a t a
A g g r e g a t i o n / C o n s
u m e r
D o s s i e r s
C o m m e r c i a l d a t a b a n k s
c o l l e c t c o n s u m e r ’ s P I I
a n d o f f e r i t f o r s a l e t o
a d v e r t i s e r s i n c l u d i n g
c e l l p h o n e n u m b e r s ,
t e l e p h o n e c a l l d e t a i l ,
e t c .
N e w f e d e r a l p r e t e x t i n g s t a t u t e m a k e s i t a c r i m e t o
u s e d e c e p t i o n t o c o l l e c t C P N I f r o m a c a r r i e r a n d
a l s o r e s t r i c t s s a l e o f c o n s u m e r s ’ C P N I u n l a w f u l l y
o b t a i n e d b y p r e t e x t i n g .
N e w F C C r e g u l a t i o n s o n C P N I r e q u i r e “ o p t - i n ”
s u b s c r i b e r c o n s e n t f o r c a r r i e r s ’ d i s c l o s u r e o f C P N I
t o j o i n t - v e n t u r e p a r t n e r s f o r m a r k e t i n g p u r p o s e s ,
w h i c h m a y r e d u c e f l o w o f t e l e p h o n e r e c o r d d a t a t o
d a t a a g g r e g a t o r s .
U n s o l i c i t e d M o b i l e s p a m i n c l u d i n g C A N - S P A M r e q u i r e s “ o p t - i n ” c o n s e n t t o s e n d
N u m b e r 2 ] M O B I L E P H O N E A D V E R T I S I N G 2 5 3
L o c a t i o n p r i v a c y i s a s e c o n d c o n c e r n r a i s e d f o r c o n s u m e r s b y m -
a d v e r t i s i n g . I t i s p o s s i b l e f o r m o b i l e p h o n e s e r v i c e p r o v i d e r s a n d o th e r
t h i r d p a r t i e s ( e v e n t h o s e c o n s u m e r s m a y n o t b e a w a r e o f ) t o e l e c t r o n i c a l l y
t r a c k t h e g e o g r a p h i c l o c a t i o n s a n d W e b s u r f i n g b e h a v i o r s o f m o b i l e p h o n e
u s e r s .4 3
T h e m o b i l e p h o n e u s e r ’ s c e l l p h o n e n u m b e r a n d a u n i q u e M o b i l e
I d e n t i f i c a t i o n N u m b e r ( “ M I N ” ) 4 4
( a s s i g n e d b y t h e m a n u f a c t u r e r t o e a c h
m o b i l e p h o n e a n d u n c h a n g e a b l e b y t h e u s e r ) m a k e i t p o s s i b l e f o r m o b i l e
p h o n e c a r r i e r s u s i n g s i g n a l t r i a n g u l a t i o n p r o c e s s e s t o t r a c k a n in d i v i d u a l
c e l l p h o n e u s e r b y t r a c k i n g t h e l o c a t i o n o f h i s o r h e r m o b i l e p h o n e .4 5
S p a c e i n s t a n t m e s s a g e s
w h e t h e r s o l i c i t e d o r n o t
a n d w h e t h e r r e a d o r n o t .
C A N - S P A M r e q u i r e s o n l y “ o p t - o u t ” c o n s e n t t o
s e n d c o m m e r c i a l a d v e r t i s i n g t o c o n s u m e r s w h e n i t
i s n o t s e n t d i r e c t l y t o a m o b i l e d e v i c e , e v e n i f i t i s
a c c e s s e d u s i n g c o n s u m e r ’ s m o b i l e p h o n e . O n l y
o p t - o u t c o n s e n t i s r e q u i r e d t o s e n d p h o n e - t o - p h o n e
S M S ( t e x t m e s s a g e s ) t h a t d o n o t u t i l i z e a w i r e l e s s
I n t e r n e t d o m a i n n a m e .
I n t e r c e p t i o n o f
P r i v a t e C e l l
P h o n e
C o m m u n i c a t i o n s
M o b i l e u s e r ’ s c r e d i t
c a r d n u m b e r s a n d
p a s s w o r d s i n t e r c e p t e d
b y t h i r d p a r t i e s
m o n i t o r i n g m -
c o m m e r c e t r a n s a c t i o n s
E C P A m a k e s i t a c i v i l a n d a c r i m i n a l o f f e n s e f o r
a n y o n e t o u n l a w f u l l y i n t e r c e p t o r a c c e s s i n s t o r a g e
t h e c o n t e n t s o f a v o i c e , w i r e , o r e l e c t r o n i c
c o m m u n i c a t i o n . S e e e x c e p t i o n s f o r p r o v i d e r s o f
c o m m u n i c a t i o n s s y s t e m s a n d c o n s e n t .
4 2 . I d .
p u r p o s e s . P r o h i b i t i o n s o n u s i n g a u t o - d i a l i n g t e l e p h o n e
e q u i p m e n t t o d e l i v e r m o b i le a d s w i t h o u t p r i o r
e x p r e s s c o n s e n t o f c a l l e d p a r t y m a y o p e r a t e t o
l i m i t m - a d v e r t i s i n g u s e s o f c e ll p h o n e n u m b e r s .
G e o g r a p h i c
L o c a t i o n D a t a o f
C o n s u m e r C e l l
P h o n e s
M o b i l e u s e r ’ s
g e o g r a p h i c lo c a t i o n i s
d e t e c t e d b y a m o b i l e
c a r r i e r o r t h i r d p a r t y a n d
u s e d t o g e n e r a t e
l o c a t i o n a n d t i m e
s p e c i f i c a d v e r t i s i n g .
L o c a t i o n d a t a i s a f o r m o f C P N I s o m o b i l e
c a r r i e r s ’ u s e / d i s c l o s u r e o f th i s d a t a f o r m a r k e t i n g
p u r p o s e s i s r e g u l a t e d .
L o c a t i o n d a t a c o l le c t e d b y n o n c a r r i e r s ( e . g . ,
a d v e r t i s e r s ) i s n o t r e g u l a t e d a n d p r o b a b l y i s n o t
“ c o n t e n t s ” o f c o m m u n i c a t i o n s , s o n o t p r o t e c t e d b y
E C P A .
D a t a
A g g r e g a t i o n / C o n s
u m e r
D o s s i e r s
C o m m e r c i a l d a t a b a n k s
c o l l e c t c o n s u m e r ’ s P I I
a n d o f f e r i t f o r s a l e t o
a d v e r t i s e r s i n c l u d i n g
c e ll p h o n e n u m b e r s ,
t e l e p h o n e c a l l d e t a i l ,
e t c .
N e w f e d e r a l p r e t e x t i n g s t a tu t e m a k e s i t a c r i m e t o
u s e d e c e p t i o n t o c o l l e c t C P N I f r o m a c a r r i e r a n d
a l s o r e s t r i c t s s a l e o f c o n s u m e r s ’ C P N I u n la w f u l l y
o b t a i n e d b y p r e t e x t i n g .
N e w F C C r e g u l a t i o n s o n C P N I r e q u i r e “ o p t - i n ”
s u b s c r i b e r c o n s e n t f o r c a r r i e r s ’ d i s c l o s u r e o f C P N I
t o j o i n t - v e n tu r e p a r t n e r s f o r m a r k e t in g p u r p o s e s ,
w h i c h m a y r e d u c e f l o w o f t e l e p h o n e r e c o r d d a t a t o
d a t a a g g r e g a t o r s .
U n s o l i c i t e d
A d v e r t i s i n g t h a t
U n r e a s o n a b ly
I n t r u d e s o n
C o n s u m e r s i n
P r i v a t e o r P u b l i c
M o b i l e s p a m i n c l u d in g
t e x t a n d i n s t a n t
m e s s a g e s s e n t t o
c o n s u m e r ’ s m o b i l e
p h o n e . C o n s u m e r o f t e n
m u s t p a y f o r t e x t a n d
C A N - S P A M r e q u i r e s “ o p t - i n ” c o n s e n t t o s e n d
c o m m e r c i a l a d v e r t i s i n g d i r e c t l y t o a m o b i l e d e v i c e ,
i f t o d o s o u t i l i z e s a w i r e l e s s I n t e r n e t d o m a i n n a m e
o n t h e F C C ’ s o f f i c i a l l i s t , u n l e s s t h e e l e c t r o n i c
m e s s a g e i s s e n t u n d e r t h e t r a n s a c ti o n a l o r
r e l a t i o n s h i p e x c e p t i o n .

8. Mobile Best Practices, Privacy and Children
5 Forms of Mobile Ads
S e v e r a l k e y c o n s u m e r p r i v a c y c o n c e r n s a r e a s s o c i a t e d w i t h m - a d v e r t i s i n g .
A s d i s c u s s e d i n t h i s s e c t i o n a n d s u m m a r i z e d i n E x h i b i t B , m u l t i p le f o r m s
o f m - a d v e r t i s i n g r a i s e c o n s u m e r p r i v a c y c o n c e r n s t h a t a r e p a r t i a l l y
a d d r e s s e d b y a p a t c h w o r k o f f e d e r a l l a w s .7 1
E x h i b i t B
K e y C o n s u m e r P r i v a c y C o n c e r n s A s s o c i a t e d w i t h F i v e F o r m s o f M o b i l e
A d v e r t i s i n g — T h e F e d e r a l R e g u l a t o r y F r a m e w o r k
7 0 . S e e s u p r a n o t e s 5 9 - 6 1 ( e . g . , d i s c u s s i o n o f t h e F e d e r a l C o m m u n i c a t i o n s C o m m i s s i o n
a n d t h e T e l e c o m m u n i c a t i o n s A c t o f 1 9 9 6 ) ; s e e i n f r a n o t e s 2 4 6 - 2 6 7 ( e . g . , d i s c u s s i o n o f t h e
E l e c t r o n i c C o m m u n i c a t i o n s P r i v a c y A c t ) .
7 1 . S e e i n f r a E x h i b i t B : K e y C o n s u m e r P r i v a c y C o n c e r n s A s s o c i a t e d w i t h F i v e F o r m s
o f M o b i l e A d v e r t i s i n g ( d i s c u s s i n g t h e F e d e r a l R e g u la t o r y F r a m e w o r k ) .
F o r m s o f M - A d v e r t i s e m e n t s :
K e y
C o n s u m e r
P r i v a c y
C o n c e r n s :
L i v e V o i c e
S o li c i t a t i o n s t o
M o b i l e P h o n e
N u m b e r s
A u t o d ia l e d
T e le m a r k e t i n g
C a l l t o M o b i le
P h o n e
N u m b e r s
E l e c t r o n ic
( T e x t ,
M u l t i m e d i a ,
e t c . ) M e s s a g e
t o M o b il e
P h o n e
N u m b e r s
. M o b i A d s
o n W e b
S i t e s
A c c e s s e d
U s i n g
M o b il e
P h o n e s
A d s
G e n e r a t e d b y
A d w a r e o n
C e l l P h o n e
H a n d s e t s t o
M o b i l e
P h o n e
S u b s c r i b e r s
R i g h t t o
P r e v e n t
D is c l o s u r e o f
W i r e l e s s
P h o n e
N u m b e r f o r
M a r k e t i n g
P u r p o s e s ?
N o , F C C r u l e
d o e s n o t p r e v e n t
c a r r ie r s ’
d i s c l o s u r e , b u t
v i o l a t i o n s o f
v o l u n ta r y
p r i v a c y p o l i c ie s
m a y b e u n f a ir o r
d e c e p t i v e
p r a c t i c e s .
N o , b u t t h i s t y p e
o f t e le m a r k e t i n g
t o w ir e l e s s
p h o n e n u m b e r s
is p r o h ib i t e d
b y F C C r u l e
u n l e s s t h e c a l l e d
p a r t y h a s g i v e n
e x p r e s s c o n s e n t .
N o , F C C r u l e
d o e s n o t
p r e v e n t
c a r r ie r s ’
d i s c lo s u r e , b u t
v i o l a t io n s o f
v o l u n ta r y
p r i v a c y
p o l i c i e s m a y
b e u n f a i r o r
d e c e p t i v e
p r a c t i c e s . 7 2
N o , n o t
r e g u l a t e d
e x c e p t a s
u n f a ir o r
d e c e p t iv e
t r a d e
p r a c t i c e s .
N o , n o t
r e g u l a t e d
e x c e p t a s
u n f a i r o r
d e c e p t i v e
t r a d e p r a c t ic e s
( e . g . , b r e a c h
o f p r i v a c y
p r o m i s e m a d e
i n a
c o m p a n y ’ s
p r i v a c y p o l i c y
o r d e c e p t i v e
d o w n lo a d i n g
p r a c t ic e s ) .
R ig h t t o G i v e
C o n s e n t P r i o r
t o R e c e iv i n g
A d v e r t i s i n g ?
N o Y e s , t h is t y p e o f
t e l e m a r k e t i n g t o
w i r e l e s s p h o n e
n u m b e r s i s
p r o h ib i te d
b y F C C r u l e
u n l e s s t h e c a l l e d
p a r t y h a s g i v e n
p r io r e x p r e s s
c o n s e n t .
Y e s , “ o p t - i n ”
p e r C A N -
S P A M f o r
m o b i l e s p a m
s e n t u s i n g a
w i r e le s s
I n t e r n e t
D o m a i n N a m e
o n t h e F C C ’ s
o f f ic ia l l i s t
u n l e s s
“ t r a n s a c ti o n a l
r e la t io n s h ip
e x c e p t i o n ”
a p p l i e s . C A N -
S P A M ’ s “ o p t -
o u t ” a p p l i e s t o
m o b i l e s p a m
s e n t t o w i r e l e s s
d e v i c e s u s i n g
N o , n o t
r e g u l a t e d
e x c e p t a s
u n f a ir o r
d e c e p t iv e
t r a d e
p r a c t i c e /
S e e p r i v a c y
p o l i c y
d i s c u s s io n
a b o v e .
N o , n o t
r e g u l a t e d
e x c e p t a s
u n f a i r o r
d e c e p t i v e
t r a d e
p r a c t ic e s — s e e
p r i v a c y p o l i c y
d i s c u s s io n
a b o v e .
2 6 2 F E D E R A L C O M M U N I C A T I O N S L A W J O U R N A L [ V o l . 6 0
o t h e r t y p e s o f
a d d r e s s e s ( e . g .
p h o n e t o p h o n e
S M S ) .
7 3
R i g h t t o “ O p t -
o u t ” o n t h e
N a t i o n a l
D o - N o t C a l l
R e g i s t r y ?
Y e s Y e s Y e s N o N o
R i g h t t o M a k e
A C o m p a n y -
S p e c i f ic
D o N o t C a l l
R e q u e s t ?
Y e s Y e s Y e s N o N o

9. Mobile Best Practices, Privacy and Children
Required Consent to collect Data
2 8 2 F E D E R A L C O M M U N I C A T I O N S L A W J O U R N A L [ V o l . 6 0
m a y r e q u i r e b u s i n e s s e s t o g i v e m o b i l e p h o n e s u b s c r i b e r s n o t i c e a n d o b ta i n
t h e i r c o n s e n t t o u s e t h e i r p e r s o n a l d a t a f o r m - a d v e r t i s i n g p u r p o s e s .
E x h i b i t D
F C C R e g u l a t i o n o f D a t a P r i v a c y & M o b i l e A d v e r t i s i n g
R e q u i r e d C o n s e n t t o C o l l e c t , U s e , A l l o w A c c e s s o r D i s c l o s e S u b s c r i b e r s ’
P e r s o n a l D a t a
M o b i l e C a r r i e r V o I P
P r o v i d e r
T h i r d
P a r t y M -
A d v e r t i s e r
M o b il e
H a n d s e t
M a n u f a c t u r e r
C a r r i e r m a y c o l l e c t , u s e ,
d i s c l o s e a n d p e r m i t a c c e s s
t o C P N I t o p r o v i d e
s u b s c r i b e r s e r v i c e s t o i t s
c u s t o m e r s ?
Y e s , c u s t o m e r
a u t h o r i z a t i o n i s
i m p l i e d u n d e r t h e
t o t a l s e r v i c e
a p p r o a c h d e f i n i t i o n
o f t h e c u s t o m e r ’ s
e x i s t i n g r e l a t i o n s h i p
w i t h t h e c a r r i e r .
Y e s , n o t
r e g u l a t e d .
Y e s , n o t
r e g u l a t e d ,
b u t c r i m e o f
p r e t e x t i n g
m a y a p p l y .
Y e s , n o t
r e g u l a t e d , b u t
c r i m e o f
p r e t e x t i n g m a y
a p p l y .
C a r r i e r m a y u s e C P N I t o
m a r k e t c o m m u n i c a t i o n s -
r e l a t e d s e r v i c e s t o i t s
c u s t o m e r s ?
( O t h e r R e g u la t i o n M a y
R e s t r i c t M - A d s : s e e
C A N S P A M a n d t h e
T e le m a r k e t i n g S a l e s R u l e ) .
Y e s , e i t h e r “ o p t - i n ”
o r “ o p t - o u t ”
c u s t o m e r
a u t h o r i z a t i o n
m e c h a n i s m s m a y b e
u s e d .
2 0 0 7 C P N I O r d e r
d o e s n o t c h a n g e
t h i s .
2 0 0 7 C P N I
O r d e r b r i n g s
V o I P
p r o v i d e r s
u n d e r C P N I
r u l e s .
Y e s , n o t
r e g u l a t e d ,
b u t t h e
c r i m e o f
p r e t e x t i n g
m a y a p p l y .
Y e s , n o t
r e g u l a t e d , b u t
c r i m e o f
p r e t e x t i n g m a y
a p p l y .
A c c e s s t o o r d i s c l o s u r e o f
C P N I m a y b e a l l o w e d b y
C a r r i e r t o i t s a f f il i a t e s a n d
a g e n t s f o r m a r k e t i n g
c o m m u n i c a ti o n s - r e l a t e d
s e r v i c e s ?
( l o c a t io n d a t a o f i n b o u n d
o r o u t b o u n d c a l l s ; b i l l i n g
d a t a ; p h o n e n u m b e r s
c a l l e d )
Y e s , e i t h e r “ o p t - i n ”
o r “ o p t - o u t ”
c u s t o m e r
a u t h o r i z a t i o n
m e c h a n i s m s m a y b e
u s e d .
T h e 2 0 0 7 C P N I
O r d e r d o e s n o t
c h a n g e t h i s .
Y e s , 2 0 0 7
C P N I O r d e r
b r i n g s V o I P
p r o v i d e r s
u n d e r C P N I
r u l e s .
Y e s , n o t
r e g u l a t e d ,
b u t c r i m e o f
p r e t e x t i n g
m a y a p p l y .
Y e s , n o t
r e g u l a t e d , b u t
c r i m e o f
p r e t e x t i n g m a y
a p p l y .
A c c e s s t o o r d i s c l o s u r e o f
C P N I a l l o w e d b y c a r r i e r t o
j o i n t v e n t u r e p a r t n e r s o r
i n d e p e n d e n t c o n t r a c to r s f o r
m a r k e ti n g p u r p o s e s
( i n c l u d i n g m a r k e t i n g o f
c o m m u n i c a t i o n s - r e l a t e d
s e r v i c e s )
P r i o r t o t h e 2 0 0 7
C P N I O r d e r , e i t h e r
“ o p t - i n ” o r “ o p t -
o u t ” a l l o w e d . T h e
2 0 0 7 C P N I O r d e r
r e q u i r e s “ o p t - i n ”
c o n s e n t f o r
d i s c l o s u r e s o f C P N I
t o t h e s e t h i r d p a r t i e s
t o e n a b l e m a r k e t i n g
o f c o m m u n i c a t i o n s -
r e l a t e d s e r v i c e s .
Y e s , 2 0 0 7
C P N I O r d e r
r e q u i r e s
“ o p t - i n ”
c o n s e n t .
Y e s , n o t
r e g u l a t e d ,
b u t c r i m e o f
p r e t e x t i n g
m a y a p p l y .
Y e s , n o t
r e g u l a t e d , b u t
c r i m e o f
p r e t e x t i n g m a y
a p p l y .
S u b s c r i b e r d a t a m a y b e
d i s c l o s e d ?
E x a m p l e s : N a m e , a d d r e s s ,
p h o n e n u m b e r ( w i r e l i n e o r
w i r e l e s s )
Y e s , b u t d i s c l o s u r e s
f o r d i r e c t o r y
p u r p o s e s m u s t b e
n o n - d i s c r i m i n a t o r y .
( C u r r e n t l y c a r r i e r s
d o n o t r e l e a s e
o f f i c i a l i n f o r m a t i o n
f o r w i r e l e s s
Y e s , n o t
r e g u l a t e d .
Y e s , n o t
r e g u l a t e d .
Y e s , n o t
r e g u l a t e d .
N u m b e r 2 ] M O B I L E P H O N E A D V E R T I S I N G 2 8 3
d i r e c t o r i e s ) .
A g g r e g a t e d a t a m a y b e
d i s c lo s e d ?
Y e s , e x c e p t i o n t o
C P N I r u l e s .
Y e s ,
e x c e p t i o n t o
C P N I r u l e s .
Y e s , n o t
r e g u l a t e d .
Y e s , n o t
r e g u l a t e d .
E x c e p t i o n s 2 0 0 7 C P N I O r d e r ’ s
“ B u s i n e s s C u s t o m e r
E x c e p t i o n ” a l l o w s
a l t e r n a t e p r i v a c y
p r o t e c t i o n s u n d e r
a g r e e m e n t w i t h
c a r r i e r .
2 0 0 7 C P N I
O r d e r ’ s
“ B u s i n e s s .
C u s t o m e r
E x c e p t i o n .”
N / A , b u t
p o s s i b l e
F T C
e n f o r c e m e n
t a c t i o n f o r
b r e a c h o f
p r i v a c y
p o l i c y , e t c .
N / A , b u t
p o s s i b l e F T C
e n f o r c e m e n t
a c t i o n .
S e c t i o n 2 2 2 o f t h e T e l e c o m m u n i c a t i o n s A c t o f 1 9 9 6 ( “ T e l e c o m m
A c t ” ) i s d e s i g n e d t o p r o t e c t t h e p r i v a c y o f t e l e c o m m u n i c a t i o n s u s e r s w i t h
r e s p e c t t o c e r t a i n t y p e s o f p e r s o n a l i n f o r m a t i o n r e l a t e d t o s u b s c r i p t i o n
p h o n e s e r v i c e .1 7 2
A l l t e l e c o m m u n i c a t i o n s c a r r i e r s h a v e a d u t y t o p r o t e c t t h e
p r i v a c y o f c u s t o m e r s ’ p e r s o n a l i n f o r m a t i o n ( “ p r o p r i e t a r y i n f o r m a ti o n ” )
u n d e r t h e T e l e c o m m A c t .1 7 3
T h r e e c a t e g o r i e s o f p r o t e c t e d c u s t o m e r
i n f o r m a t i o n a r e p r o t e c t e d b y t h e T e l e c o m m A c t : 1 ) c u s t o m e r p r o p r ie t a r y
n e t w o r k i n f o r m a t i o n ( “ C P N I ” ) ( e .g . , t h e t i m e , d a t e , d u r a t i o n , a n d
d e s t i n a t i o n n u m b e r o f e a c h t e l e p h o n e c a l l m a d e b y t h e s u b s c r i b e r , th e t y p e
o f n e t w o r k t h a t t h e c u s t o m e r s u b s c r i b e s t o , a n d a n y o t h e r i n f o r m a t io n t h a t
a p p e a r s o n t h e s u b s c r i b e r ’ s t e l e p h o n e b i l l ) , 2 ) a g g r e g a t e l i s t s o f C P N I t h a t
d o n o t r e v e a l c u s t o m e r s ’ i d e n t i t i e s , a n d 3 ) s u b s c r i b e r l i s t i n fo r m a t i o n ( t h e
t y p e o f i n f o r m a t i o n t h a t w o u l d b e i n c l u d e d i n a t e l e p h o n e d i r e c t o r y ) .1 7 4
C P N I i s t h e m o s t s e n s i t i v e t y p e o f c u s t o m e r i n f o r m a t i o n ; t h u s , § 2 2 2
i m p o s e s t h e h i g h e s t l e v e l o f o b l i g a t i o n s o n t h e c a r r i e r w i t h re s p e c t t o

10. Mobile Best Practices, Privacy and Children
Online Privacy
The FTC’s growing interest in online privacy
violations extends outside of general consumer
privacy to company privacy policies and data
collection practices that put employee personal
information at risk.
In these cases the FTC focuses on inaccurate or
misleading statements about the collection and
storage of personally identifiable information, as
well as a company’s actual practice of storing and
collecting such information.

11. Mobile Best Practices, Privacy and Children
Online Privacy Enforcement
Facebook (November 2011).
• Facebook allegedly allowed access to photos and
videos even after a user deleted an account.
• As part of its settlement with the FTC, Facebook is:
- Required to obtain its users’ “affirmative
express consent” before overriding privacy settings
- Make unavailable user information 30 days after
an account is deleted
- Not misrepresent the privacy or security of
covered information
- Implement a comprehensive information
security program subject to independent biennial
audits.

12. Mobile Best Practices, Privacy and Children
COPPA
The FTC scrutinizes the practices of websites that
collect personal information from children under the
age of 13 based on its authority under the
Children’s Online Privacy Protection Act (COPPA).
Under COPPA, website operators must notify
parents and get their consent before the site
collects, uses, or discloses personal information
from children under 13.
FTC has imposed civil penalties, with the largest to-
date amounting to $3 million.