The filing cites three examples of mobile marketers including Admob, Bango and Marchex that the privacy groups say collect information from mobile users without adequate notice.

While many companies ask customers for their approval to be part of marketing campaigns, those customers may not take the time to scroll through all the information on "tiny little screens," Chester said. "They don't know what they're getting into."

Mobile marketers and some other experts, however, argued that self-regulation is working. The industry has done a good job of protecting user privacy and probably doesn't need government regulations, said Greg Sterling, an analyst with Sterling Market Intelligence. Mobile operators have been cautious, "some argue overly cautious," about protecting consumer privacy, he said.

All of the operators in the U.S. are part of the Mobile Marketing Association, said Mike Wehrs, president and CEO of the group, which sets best practices for mobile marketers and investigates complaints from consumers. He defended the group's track record and said some of the allegations in the FTC filing are untrue. For example, consumers are welcome to offer input on how mobile marketing works, and anyone is invited to the MMA's open meetings, he said.

In addition, the MMA voluntarily briefs the FTC every six months, keeping it informed about changes in the industry and how the MMA is keeping pace, he said. If a government agency starts setting mobile advertising policy, it probably would struggle to make changes as quickly as an independent group like the MMA, he argued.