On January 13, 2009, the Center for Digital Democracy and the U.S. Public Interest Research Group filed a Complaint and Request for Inquiry and Injunctive Relief Concerning Unfair and Deceptive Mobile Marketing Practices with the FTC.  

In the self-titled complaint, CDD and PIRG urged the FTC to examine and take appropriate actions with respect to behavioral targeting, location-based targeting, user tracking and mobile analytics, audience segmentation, and data mining efforts in the mobile marketplace.  

The parties also requested that the FTC: (1) require true notice and disclosure of data collection on mobile devices; (2) redefine "unfair and deceptive" practices in the mobile marketing arena; (3) review industry self-regulation; and (4) protect youth from unfair or deceptive practices on mobile devices.  

Separately, the Mobile Marketing Association recently released a revised set of its Consumer Best Practices Guidelines addressing mobile content services.