Both the Mobile Marketing Association and the Advertising Standards Authority have announced guidelines in the past six months, yet there is little, if any, change in the problem of unsolicited text messages. Guidelines are all well and good, but there is little evidence they prove effective authority.
The major participants in the mobile industry need to respond quickly to safeguard consumer privacy and avoid the costs of heavier regulation, before mobile phone spam mirrors the problems already found on the net.
There is already evidence to suggest that consumers are starting to ignore mobile marketing as they can’t separate the wheat from the chaff. The benefits of SMS marketing will be lost to network operators, advertisers and consumers if mobile spam is not stopped now.