Privacy groups file mobile marketing complaint with FTC

work with industry on developing best practices on privacy and we welcome all efforts to do that," the company said in a statement.

Still, given that the U.S. may be leaning toward a more regulatory environment, in the shadow of a financial crisis that many blame on a lack of regulation, the FTC will likely consider launching an investigation, Sterling said. He expects the FTC to at least hold hearings about mobile marketing, and potentially call for new guidelines. But he doesn't expect the FTC to create any sort of stringent regulatory system.