ABSTRACT
This chapter analyses the social and legal construction of an interactive advertising project. The project consisted in the transmission of multimedia content, via Bluetooth, to the mobile phones of users at stations in the Paris underground. The aim of the project was to augment posters in Paris metro stations via Bluetooth bases, so that multimedia advertising content relevant to current poster campaigns could be proposed to users open to detection. The walls of Paris metro stations and the sides of city busses are ideal advertising supports. The networked management of the bases was opted for from the outset, for legal reasons as well as ethical ones. The deployment of multimedia mobile services in urban makes salient a tension between the different types of norms governing the proximal accessibility of individuals in a public space of co-presence and mutual visibility, and their communicational accessibility via their mobile digital terminals.
