We Know Where You Are: The Ethics of LBS Advertising

Abstract

Privacy is the most significant and complex ethical issue facing LBS. While LBS is more than the combination of e-commerce and telemarketing, we use the ethical failures of those two media to show that consumers will seek legislative action to protect themselves from invasions of privacy using the new medium. The alternative is effective self-regulation by the industry; we conclude with a proposed model for such self-regulation, involving existing trade groups.