U.S. privacy experts say they're concerned about new wireless phone technology that pinpoints and stores users' locations in company databases.

There are several new software applications for cell phones that take advantage of the Global Positioning System or nearby cell phone towers to determine the user's location and then send ads or social networking information to them based on their whereabouts. But there is potential for abuse, The Washington Post reported Saturday.

"There's a disconnect between our expectations of when we will be observed and who will be observing us and how that information will be used and what the technology is allowing companies to do," said Jennifer Urban, a University of Southern California law professor.

James Dempsey of the Center for Democracy and Technology said the issue is how others can use the information.

"How easy is it for the user to turn the location function on and off, and how easy it is for the user to delete past location information? What are the companies collecting? Who are they sharing it with? These are the fundamental questions," he told the Post.

The industry has issued guidelines stressing consumer notice and consent and data security, the newspaper said.