GPS-Based Mobile Marketing

Your contact

The rapid rise of GPS location based geosocial marketing, its legal implications and risks to advertisers. That has been the topic of a session at the IBA Annual Conference 2010 in Vancouver.

Mobile computing technology as a communication tool was initially limited to voice telephony. However, due to the massive technical improvement of mobile devices and the consolidation of telecommunication networks and internet technology, mobile devices have evolved to full-scale internet-enabled computers.

The convergence of those technologies provides endless possibilities for mobile computing applications and usage. The emergence of the above described technologies and the use of GPS-data of the user have also paved the way for mobile advertising.

The unique features of handheld devices, including their mobility, location-awareness and personalization are the basis to deliver direct and targeted communications.

However, the same technologies that bring all the benefits to users and companies raise a lot of legal issues; the main concern being privacy and data protection issues. Now, due to the GPS-functionality of many web-based mobile phones, advertisers have the capacity to easily piece together a profile based on mobile web surfing and online activities from these increasingly powerful web-based phones. Wireless carriers have information about the location of their subscribers. Ad-servers act like decision engines, figuring out when and what advertising messages to send to individuals based on ad-category, time of day, the user’s GPS-derived location and search queries and keywords they have entered.

The use of location-data in advertising also raises issues concerning anti-spam regulation. Advertising restrictions become relevant in a cross-border context. A number of industry codes have been set up that need to be complied with.

The Legal issues arising from GPS-based mobile advertisements has been the topic of a session at the IBA Annual Conference in Vancouver. The co-chair is held by Lukas Bühlmann and Dr. Martin Schirmbacher(HÄRTING Rechtsanwälte, Berlin). We provide you with a paper covering the major issues of the session, e.g. privacy issues, information requirements, advertising restrictions or codes of conduct.

Speakers of the session:

Contact: Lukas Bühlmann & Dr. Martin Schirmbacher, HÄRTING Rechtsanwälte, Berlin

Share post

most read


MLL Legal

MLL Legal is one of the leading law firms in Switzerland with offices in Zurich, Geneva, Zug, Lausanne, London and Madrid. We advise our clients in all areas of business law and stand out in particular for our first-class industry expertise in technical-innovative specialist areas, but also in regulated industries.

MLL Meyerlustenberger Lachenal Froriep


Much is still unclear in relation to liability questions around AI tools.

Read our latest post about “Liability during the Lifecycle of an AI Tool” and download our white paper.

Show article.

Our Story

MLL Legal is a leading Swiss law firm with a history that dates back to 1885. The firm has grown both organically and by means of strategic mergers, the latest of which took place on 1st July 2021 between Meyerlustenberger Lachenal and FRORIEP.

The merger establishes MLL Legal, a combined new entity as one of the largest commercial law firms in Switzerland with 150 lawyers in four offices in Switzerland and two offices abroad, in London and Madrid serving clients seeking Swiss law advice.

Our firm has a strong international profile and brings together recognised leadership and expertise in all areas of law affecting commerce today, with a focus on high-tech, innovative and regulated sectors. 

About us


Click here for our latest publications


Read all our legal updates on the impact of COVID-19 for businesses.

COVID-19 Information

Job openings

Looking for a new challenge?

Our talented and ambitious teams are motivated by a common vision to succeed. We value open and straightforward communication accross all levels of the organisation in a supportive working environment.

Job openings

Firm News

Click here for our latest firm news.

Our Team

The regulatory and technological landscape continually require businesses to adapt and evolve.
Our 150+ lawyers are continuously innovating and striving for improvement in everything they do. We embrace new ideas and technologies, combining our wealth of expertise with creative thinking and diligence. With our hands-on approach, we implement viable solutions for the most complex legal challenges.

Our Team.

LexCast – the podcast series by MLL NexGen

Smart legal education on the go. The LexCast hosted by MLL NexGen provides legal insights in a short format that allows listeners to educate themselves on and about legal issues wherever they are and whenever they find the time.

Listen to our podcast series – stay tuned.

MLL Legal on Social Media

Follow us on LinkedIn.