[Intrusiveness of SMS advertising may produce backlash not purchases.]

by Andy Szebini, London -- "The Direct Marketing Association (DMA) in the UK is reported to be orchestrating a move in the mobile industry to establish a system covering SMS adverts. It already runs a Fax Preference Service and Telephone Preference Service under which consumers can register to not have advertising and marketing messages sent to their faxes or sales calls to their landlines. The intention is to create a similar service for text messaging.

"Agreement delayed DMA director of telecommerce Ian Davis has revealed that he has sat around the table with mobile phone bosses to decide how to create a SMS preference service. However, he has had to bang heads together as there has been a reluctance to make a formal agreement. He admitted that the DMA had hoped to create an agreement this year but it was now not likely until the first few months of 2001.

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