期刊名称：Journal of Theoretical and Applied Electronic Commerce Research
印刷版ISSN：0718-1876
电子版ISSN：0718-1876
出版年度：2007
卷号：2
期号：3
页码：80-93
语种：English
出版社：Universidad de Talca
其他摘要：Mobile phones have changed consumer and company behaviour and today they constitute the most direct means of communication between them. Many groups are targeted through promotion campaigns using mobile phones. Children, who in the future will be the largest consumer of new technologies, are one of these groups. Given that current Spanish legislation does not clearly establish what company policy ought to be in relation to promotions aimed at children, self-regulation of the mobile telephone sector is imperative. Spain is already among the developed countries in which one out of every two children has a mobile phone. Firms should pay special attention to this target group. Firstly, because promotional campaigns aimed at children have their peculiarities and secondly because of the legal and ethical protection that children deserve. Company policy, in this sense, should include the drawing up of Codes of Conduct. This article begins by analysing the child segment as mobile phone consumers. It then highlights the legal and ethical problems of mobile campaigns aimed at children, and looks at some studies carried out by the European Commission and the Spanish government. Finally, this paper draws some conclusions about the measures companies should adopt and offers practical help for self-regulation of the mobile telephone sector in Spain and, if possible, in other countries (especially other European countries within the framework of the agreement signed by the leading European mobile operators in 2007 to develop self-regulatory codes by 2008). Moreover, future research needs to centre on whether these measures increase child protection.
关键词：Mobile marketing; Permission marketing; Corporate social responsibility; Selfregulation; Child safety and privacy
