Consumer calls to cut down spam to mobile phones appears to have struck a chord with direct marketers, who've promised to work with telcos to devise an industry code of practice.
The Australian Direct Marketing Association (ADMA) says it will work with the telecommunications industry to cut down unwanted marketing messages to mobile phones, otherwise known as SMS spam.
The Association is a party to an Australian Communications Industry Forum working committee which is developing a code to control the use of unsolicited messages.
While not promising to eliminate spam altogether, the ADMA says the code's aim is to protect consumers while cutting down on the number of complaints experienced by telecommunications carriers as a result of the practice.
The ADMA says SMS marketing is a burgeoning area which should not be abused by marketers.
"SMS messaging is a popular and workable communications option, and a very targeted way to reach customers. ADMA is pleased to take on the vital role of ensuring SMS is used for maximum gain, while respecting consumers' rights to choose how they receive marketing offers, " ADMA Chief Executive Rob Edwards said in a statement.
"Let's face it, we are wasting our time with any communications tool if the message falls on deaf ears. It is most definitely not in marketers' interests to annoy consumers with unwanted messages," Edwards said.
The industry clearly has the youth market in its sights. The topic of the ADMA's Pan-Pacific conference in Sydney this June is "SMS - the new bullseye for targeting and interacting with the under 30's".
