the advertiser cannot substantiate. Advertisements and advertorials that incorporate the geographical location of the customer have the potential to breach advertising rules, standards and codes of conduct in many legislatures. For instance, the UK Advertising Standards Authority (ASA) requires all advertisements to be honest, truthful and not mislead. Since the promoter will not know the final wording of the advertisement in every case, it cannot undergo a proper compliance check. A claim such as "[location] woman loses 10 pounds with our new diet plan" is clearly false, since it cannot be substantiated for the majority of geographies where the advertisement might appear. Claims based on LBA have been ruled misleading by the ASA on a case-by-case basis. See also Geomarketing References Works cited Banerjee, Syagnik & Dholakia, Ruby Roy,(2008)"Does Location Based Advertising Work?" International Journal of Mobile Marketing, Dec, from https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2135087 Darling, A. (2007, May 9). Mobile starts to pay its way. Marketing. Retrieved July 29, 2007, from ABI-Inform database. Ferris, M. (2007, March). Insight on mobile advertising, promotion, and research. Journal of Advertising Research. Retrieved July 29, 2007, from Business Source Premier database. Fierce Markets Inc. (2007, March 1). IDC says don’t underestimate full potential of mobile marketing. Retrieved August 10, 2007, from https://web.archive.org/web/20070827183751/http://www.fiercemobilecontent.com/node/2941 Fuller, P. (2005, September 7). Why spam doesn’t have to happen on mobile device. Retrieved August 9, 2007, from Girgenti, D. (2007, April). Mobile marketing. Media. Retrieved July 29, 2007, from ABI-Inform database. Halper, P. (2007, March 5). Advertising goes mobile. Fortune. Retrieved August 4, 2007, from Business Source Premier database. Steiniger, S., Neun, M., & Edwardes, A. (2006). Foundations of location based service. Retrieved August 5, 2007, from https://web.archive.org/web/20070926211436/http://www.geo.unizh.ch/publications/cartouche/lbs_lecturenotes_steinigeretal2006.pdf Further reading App Marketing Agency (2013, June 1). Location Based Ads – Best Examples. Retrieved August 13, 2013, from http://www.appmarketingagentur.de/mobile-advertising/location-based-ads-best-examples Fitzgerald, R. (2006, September 14). Technology: Follow you, follow me. The Guardian. Retrieved July 30, 2007, from ABI-Inform database. Mobile Marketing Association. (2007). Media advertising guidelines. Retrieved August 5, 2007, from http://www.mmaglobal.com/mobileadvertising.pdf Mobile Marketing Association. (2007). Mobile marketing industry glossary. Retrieved August 5, 2007, from https://web.archive.org/web/20070706131118/http://www.mmaglobal.com/glossary.pdf Sharma, A., Delaney, K., Bryan-Low, C., Spencer, J., & Ramstad, E. (2007, August 2). Google pushes tailored phones to win lucrative ad market. Wall Street Journal. Retrieved August 4, 2007, from Business Source Premier database. Advertising techniques Mobile telecommunications Geomarketing