- Forrester Councils
- Councils Overview
- log in
Site serves CIOs. .
Posted by Site Administrator on July 1, 2009
Marketers using text messaging beware. A recent federal court ruling says sending ads in text messages potentially violates the law.
In a nutshell, here's the situation:
The case, which now goes back to the lower court for review, has galvanized mobile vendors like Shane Neman, CEO of Ez Texting, whose own company faces a similar suit. Neman has organized the Mobile Advocacy Coalition, which intends to ask the FCC to recognize vendors as "mere conduits" of text messaging, giving them an exemption from this kind of legal action - an exemption the carriers already enjoy, he notes. The coalition is not seeking to exempt unscrupulous marketers who violate the law by sending unsolicited text messages.
This is a very important case for marketers because it could result in new restrictions on the use of text messaging. It also points to the growing pains for mobile as it becomes a more established marketing platform.
Save Money On Your Next Software Negotiation
Work with our software negotiation experts to save 10–20% on your next contract »
Lead BT Transformation
Develop customer-obsessed strategies to drive growth »
Forrester's CX Index
Predict how actions to improve CX will affect revenue performance.
Measure the customer experiences that matter most »