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| Format: | Artículo científico |
| Language: | en |
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Universidad de Talca
2007
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| Online Access: | https://www.redalyc.org/articulo.oa?id=96520307 |
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Table of Contents:
- Self-regulation of Mobile Marketing Aimed at Children: An Overview of the Spanish Case María de Miguel Molina Multidisciplinaria (Ciencias Naturales y Exactas) Selfregulation Mobile marketing Permission marketing Child safety and privacy Corporate social responsibility Mobile phones have changed consumer and company behaviour and today they constitute the most directmeans of communication between them. Many groups are targeted through promotion campaigns using mobilephones. 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 topromotions aimed at children, self-regulation of the mobile telephone sector is imperative. Spain is alreadyamong the developed countries in which one out of every two children has a mobile phone. Firms should payspecial attention to this target group. Firstly, because promotional campaigns aimed at children have theirpeculiarities and secondly because of the legal and ethical protection that children deserve. Company policy, inthis sense, should include the drawing up of Codes of Conduct. This article begins by analysing the childsegment as mobile phone consumers. It then highlights the legal and ethical problems of mobile campaignsaimed at children, and looks at some studies carried out by the European Commission and the Spanishgovernment. Finally, this paper draws some conclusions about the measures companies should adopt andoffers 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 Europeanmobile operators in 2007 to develop self-regulatory codes by 2008). Moreover, future research needs to centreon whether these measures increase child protection. 2007 artículo científico 0718-1876 https://www.redalyc.org/articulo.oa?id=96520307 en http://www.redalyc.org/revista.oa?id=965 Journal of Theoretical and Applied Electronic Commerce Research application/pdf Universidad de Talca Journal of Theoretical and Applied Electronic Commerce Research (Chile) Num.3 Vol.2