Both the Mobile Marketing Association and the Advertising Standards Authority have announced guidelines in the part six months, yet there has been little change in the problem of unsolicited text messages. Guidelines are well and good, but there is little evidence they are effective. The major participants in the mobile industry need to respond quickly to safeguard consumer privacy and avoid the costs of heavier regulation. Once mobile phone spam mirrors the problems already found on the internet, it will be too late. There is already evidence to suggest that consumers are starting to ignore mobile marketing as they cannot 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.