Warning SMS marketers: The Federal Communications Commission (FCC) and recent class-action lawsuits are taking aim at lax opt-in policies to rein in mobile marketing spam. With spam text messages soaring to an estimated 4.5 billion globally in 2011, or almost two days’ worth of the text message traffic in the U.S. alone, the ire of cell carriers, consumers, courts and federal regulators is not going to ease. Mobile marketers who push the boundaries of recent amendments to the Telephone Consumer Protection Act requiring "prior express written consent" to send text messages risk onerous penalties. For a complete discussion of SMS permission requirements, see http://chiefmarketer.com/mobile-marketing/fcc-lawsuits-shape-how-marketers-must-handle-sms-opt-ins
David Kanter, President and CEO of AccuList, is a list brokerage and direct marketing expert. For more than 30 years, he has helped companies and nonprofit organizations achieve their marketing goals. With David's Direct Marketing Forum, he shares, and invites others to share, helpful direct-marketing industry news, trends, analyses, resources, and tips for success. Please read our Comment Policy.
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