01498nas a2200157   4500008004100000245015000041210006900191260001700260300001200277490000700289520095500296653001701251100001601268700003001284856002601314       2010                        eng d00aProfiling the Mobile Customer: Is Industry Self-Regulation Adequate to Protect Consumer Privacy When Behavioural Advertisers Target Mobile Users?0 aProfiling the Mobile Customer Is Industry SelfRegulation Adequat  aOxfordc2010  a595-6120 v263 aMobile customers are increasingly confronted with behavioural advertising targeted individually on the basis of profiles generated by applying technologies to mine databases containing personally-identifying or anonymous data. This article is the second in a two part series on “Profiling the Mobile Customer.” The first article identified privacy gaps in the existing regulatory frameworks in the EU and the U.S. that need to be closed to protect consumers’ privacy and personal data.  This second article examines alternative approaches to protect consumers’ privacy that include legislation, industry self-regulation and privacy-enhancing technologies. Concluding that neither industry self-regulation nor available privacy-enhancing technologies will be adequate to close the gap, this article points out important subject matters that need to be fully tackled by regulators in the EU and U.S. and offers suggestions about how to do this.10aBusiness Law1 aKing, Nancy1 aJessen, Pernille, Wegener  uwww.sciencedirect.com