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Nokia is launching a Bluetooth marketing campaign in the UK to promote its 6680 handset - joining the growing list of big brands like Volvo and EMI that have experimented with Bluetooth marketing - but some lawyers, trade bodies and agencies have expressed concerns that brands running these campaigns are in breach of privacy regulations, New Media Age reports(via Adverblog).
Under UK regulations, explicit consumer consent is needed for marketing communications. However, Bluetooth marketing involves the broadcast of an initial unsolicited message asking users if they would like to accept communications. If they accept, they can be beamed anything from a simple piece of text to a ringtone or mobile video.
Bluetooth phones have three states: off, open to communicate with devices they’ve been paired with, and fully discoverable. Marketers have been taking the third option to mean consumers are open to marketing. Many users don’t know these options are available.
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Though the study,…
