Location commerce extends e-commerce through the provision of location-related activities, but this gives rise to greater concerns about privacy invasion. To encourage the smooth growth of location commerce, it is suggested that control over the sharing of intimate information be given back to the consumer. This study proposes an ontology-based privacy protection (OPP) framework that allows consumers to specify their own privacy preferences and then uses these preferences to determine whether or not a message from a merchant can be delivered to a consumer. We use ontology to structure the knowledge to simplify the framework and allow for the possibility of automation. The system is believed to be context-aware, as the location, time, service type, information type, and other contextual data are taken into consideration. We develop a prototype system for demonstration and experiment, and show that the framework design is feasible and has a reasonable performance.