November 24, 2005
MMA issues Bluetooth marketing warning
Brands and agencies are being warned about embarking on Bluetooth mobile marketing campaigns by a new code of conduct from industry body the MMA Global (UK) group, which has been drawn up to take on the issue of Bluetooth. NMA reports.
"Brands ranging from Nokia to Volvo have been experimenting with Bluetooth marketing over the past year, but the MMA code highlights the dangers of breaking recent European legal regulation.
Bluetooth marketing has become using bluetooth for music promotions one of the most controversial aspects of mobile marketing. As messages are broadcast to everyone who has Bluetooth turned on within range of the transmitter, many believe it can never be truly opt-in.
"We have addressed the Bluetooth issue head-on by recognising it does not clearly adhere to European privacy regulation as it has an unsolicited nature," said MMA chairman Nick Wiggin. "Sending an initial message to ask if people want to receive the campaign is still an un-opted in message receipt."
The new MMA code of conduct, drawn up in association with law firm Taylor Wessing, therefore instructs marketers to seek legal advice before launching Bluetooth campaigns."
Above image from fashion retailer New Look's marketing campaign using bluetooth.
The Permanent Link to this page is: http://www.textually.org/textually/archives/2005/11/010717.htm