Commercial Bluejacking

Bluejacking, the process of sending random messages to bluetooth devices, is being used commercially for the first time by clothes retailer Blue Inc at its Manchester store.

Shoppers with bluetooth enabled on their handsets will be sent text messages, animations or streaming video advertising Blue's products as they pass the shop.

The store hopes that the campaign will generate word of mouth advertising as people say how they were bluejacked.

I wonder if this falls foul of regulations on unsolicited email? I know that personally I'd be pissed off getting random commercial messages like this, though I do like the idea of using it for person to person communication. If this idea takes off, it would be one of most invasive methods used in marketing since the invention of spam. We've long since lost control of our email inboxes to marketing and spam, I'd hate to loose my phone as well.