mobile phone is an incredibly personal tool. However, as Darling pointed out, “The fact that mobile device is so personal can be both a strength and a weakness”. On one hand, marketers can entertain, inform, build brand awareness, create loyalty, and drive purchase decision among their target consumers through LBA. On the other hand, consumer privacy is still a concern. Therefore, the establishment of a well thought-out consumer privacy and preference management policy is critical to the long-term success of LBA. Marketers should inform their consumers on how their information is to be stored, secured, and used or combined with other purposes of marketing. If LBA can assist people in their everyday life, they will be more than happy to reveal their location. To conclude, in order to ensure continue success and long-term longevity of LBA, consumer trust must be established and maintained. LBA needs to be permission-based and marketers must take great strides in protecting customers' privacy and respecting their preferences. In International Journal of Mobile Marketing, Banerjee and Dholakia found that the response to LBA depends not only on the type of location but also the kind of activity the individual is engaged in. They are more likely to prefer LBA in public places and during leisure time. Perception of spam Another major concern for LBA is spam; consumers can easily perceive LBA as spam if it is done inappropriately. According to Fuller, spam is defined as “any unsolicited marketing message sent via electronic mail or to a mobile phone”. In short, spam is an unwanted message that is delivered even though a user has not requested for it. Since the customer is in control and all activities are voluntary, customers' objective, goals, and emotions must be taken into account. A recent survey showed that users spend only 8 to 10 seconds on mobile advertisements. Therefore, the interaction must be straightforward and simple. Marketers must also develop relevant and engaging advertising content that mobile users want to access at the right place and time. More importantly, marketers must make sure that their offer contains real value for the customer, and must follow strict opt-in policies. The best way for marketers to distance from spam is to give consumers choice, control, and confidentiality while insuring that they only received relevant information. Potential breaches of advertising standards Misuse of LBA can result in claims for a product or service that