The Mobile Marketing Association has published its guidelines for advertising pushed over Bluetooth connections, and considers anyone who hasn't opted out to be fair game for spammers.
The guidelines are now available for public review until 26 September, and take a distinct step beyond the UK's Direct Marketing Association (DMA) rules in that they consider any handset left in "discoverable" mode to be implicitly giving permission for pushed adverts - something the DMA explicitly rejects.
The document (pdf) has been produced by the "Proximity Committee", a part of the Mobile Marketing Association (MMA), and is mostly concerned with an explanation of what Bluetooth is and how it can effectively be used. It says that IMS Research reckons that in the US more than 60 per cent of handsets sport Bluetooth and 70 per cent in Europe, making it an attractive channel for pushed advertising.
Read Full Story