NEW YORK – A panel of lawyers discussed important issues for every mobile marketer during the “Legal Dos and Don’ts” panel at Mobile Marketing Day, hosted last week by Mobile Marketer and the Direct Marketing Association.

The panel featured Reed Smith lawyer Adam Snukal and Lustigman Firm principal attorney Andy Lustigman, as well as Siteminis chief operating officer Steve Timpson. Mobile Marketer’s Mickey Alam Khan moderated. The agenda included insight into law enforcement related to mobile marketing, important cases and best practices, including tips for mobile contests, sweepstakes and promotions.

“Direct marketers need to understand and embrace the concept that unlike most other forms of direct marketing, this is an opt-in channel,” Mr. Lustigman said. “Marketers need to be very careful at analyzing exactly what consent the consumer has given to be contacted and not merely accept a third-party’s representation that the list is opt-in.”

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