The mobile industry responded that it already offers enough consumer protection through self-regulation, and one analyst said it is doing a good enough job that government intervention isn't necessary.

In their filing, the Center for Digital Democracy and the U.S. Public Interest Research Group asked the FTC to expand an existing inquiry into online interactive marketing to include mobile marketing.

They said the FTC should identify practices that compromise privacy and consumer welfare; examine opt-in procedures to make sure consumers are aware of what data they are giving up and how it will be used; investigate marketing tactics that target children and "multicultural communities," and create policies to halt abusive practices.

The filing acknowledges the industry's effort to police itself but says it does not go far enough. "Current self-regulatory privacy and marketing policies in the mobile arena are inadequate," the groups said. They also criticized the mobile advertising industry for creating its regulations without meaningful participation from consumers or consumer protection agencies like the FTC.

One of the major concerns is that mobile-phone customers don't know what they're agreeing to when they allow mobile operators to provide them targeted advertising, said Jeffrey Chester, executive director of the Center for Digital Democracy. Customers may not know that their personal data is being "retained, put in a profile and potentially shared" with other companies, Chester said.

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.