Wireless Compliance an Evolving Field

Share this content:
PALM BEACH, FL -- With wireless marketing evolving so rapidly, compliance issues are coming at a pace faster than either marketers or regulators can match, attorney Helen Mac Murray said Friday.

"Spim" -- marketing messages sent over Internet instant messaging services -- and commercial wireless text messages already are causing consternation among consumers, she said. Regulators are responding, and marketers must take care when using these channels.

Mac Murray spoke at the annual Direct Marketing Association Teleservices Conference here at The Breakers hotel. She is an attorney with the law firm Kegler, Brown, Hill & Ritter and a former chief of the consumer protection section of the Ohio attorney general's office.

Spim is a wireless problem because it can be sent to "smart phones," or PDA/cell phone hybrids. Because federal law bans unsolicited calls to cell phones or any commercial call for which the recipient is made to pay, spim and text messages to wireless devices are an issue.

An estimated 2 billion spim messages were sent in 2003, and experts predict that number will bloom to 4 billion this year, Mac Murray said. That's well behind e-mail spam, of which 2 billion are sent daily.

Still, given e-mail's rapid movement to the mainstream, wireless messaging might catch on just as quickly. A host of compliance problems, such as whether a telemarketer may be held liable when a consumer blames an auto accident on a wireless marketing message received while driving, remains unexplored.

"Sometimes the technology is so far ahead of the law, we don't have all the answers we need," Mac Murray said.


Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above