MMA Moves To Stop Bluetooth Spam

It's good to see that the Mobile Marketing Association in the UK has flagged up the legal issues involved with Bluetooth mobile marketing.

Most Bluetooth marketing involves spamming everyone in range, even if it's a with a message to reply to receive content.

The MMA points out that this may not be legal under European privacy legislation as the original message is still unsolicited.

They are now drawing up a code of conduct with law firm Taylor Wessing instructing them to seek legal advice before launching Bluetooth based campaigns. They are also launching a compliance stamp which agencies can use to assure clients they are adhering to the code of conduct.

I know I've written before about Bluejacking spam, so it's good to see the industry has woken up to the fact that not everyone with Bluetooth enabled wants to receive marketing messages.

However, I know the times I've initiated Bluetooth interaction with Hypertagged ads, I've been quite impressed, even though it may take a while for them to work correctly. I'm just a sucker for new gimicks though.