** As published in FierceWireless **

Mobile advertising has had its share of fits and starts. It hasn’t really taken off–and not for lack of want or opportunity, but rather confusion and a justifiable perception that wireless subscribers’ personal information could land into the wrong hands.

How can network providers overcome the perception that advertising might impede on customer privacy?
Mike Wehrs, president and CEO of the Mobile Marketing Association, said it’s all about disclosure. Network providers should make their privacy disclosures permanent and readily available, he said. End users also need to feel like are in control through a simple opt-in or opt-out mechanism, and be given the ability to purge all the information that’s been held about them. Read more