The (CDD) and the U.S. Public Interest Research Group (PIRG) Tuesday filed a complaint with the (FTC) asking the agency to investigate what the groups claimed were escalating privacy threats posed to consumers by .

In a 52-page complaint the two groups claimed that advertisers had begun to migrate to the mobile world many of the same consumer data collection, profiling and behavioral

, , told Computerworld that in the process, important privacy issues related to disclosure, collection and use were being overlooked. "The mobile phone is a very powerful surveillance tool," Chester said, "But the average user has no idea what information is being collected, how it is being used or shared [by advertisers.]"

That's why it is important for the FTC to launch an immediate investigation into the privacy implications of targeted advertising in the mobile marketplace, Chester said. He said the focus should be on identifying practices that threaten privacy, on the opt-in and opt-out procedures available to consumers, and the disclosure that is made available to them.

Focus also needs to be on ensuring that mobile ads meet minimum standards in terms of relaying information that helps consumers make informed decisions, Chester said. This is especially necessary when it comes to mobile ads involving health care-related or financial products, as well as those directed at specific demographics such as teenagers or ethnic minorities, he said.