Mobile spam
To date, the incidence of mobile spam has been low, but the industry is not resting on its laurels. The GSMA has developed a Mobile Spam Code of Practice, which brings together the world's leading operators in a coordinated effort to prevent Spam becoming an issue on mobile networks.
There are some notable differences between email Spam and mobile Spam. Firstly, on the Internet, it is considerably harder to trace the origin of Spam, particularly with the use of Trojan programs that turn unsuspecting computer users into Spam mailing houses. Secondly, the economics of sending millions of emails are very different to that of sending batches of texts to mobile phone numbers. In fact, the economics of mobile Spam may always prevent it from becoming as prevalent as email Spam.
However, that does not mean that mobile Spam does not exist. Even at today's low levels, mobile Spam can have a negative impact on customers and association with Spam may damage operators' reputations.
Through its Content Group, the GSMA has worked with operators to understand the issues of mobile Spam and the specific options for facilitating cooperation and best practice at an international level. In 2006 based on the work of the Content Group, a global Code of Practice was drafted and launched at 3GSM World Congress in Barcelona in 2006.
The Code is voluntary and applies specifically to three types of unsolicited SMS and MMS messages:
- Commercial messages sent to customers without their consent
- Commercial messages sent to customers encouraging them directly or indirectly to call or send a message to a premium rate number
- Bulk unlawful or fraudulent messages sent to customers, including faking, spoofing or scam messages
Leading operators from around the world, representing 845,000 million mobile users have joined forces to tackle mobile Spam and signed the Code
Under the Code, mobile operators commit to:
- Include anti-Spam conditions in all new contracts with third party suppliers;
- Provide a mechanism that ensures appropriate customer consent and effective customer control with respect to mobile operators' own marketing communications;
- Work co-operatively with other mobile operators to address Spam issues;
- Provide customers with information and resources to help them minimise the level and impact of mobile Spam;
- Encourage governments and regulators to support industry.
Among the many provisions in the Code is a commitment by operators to monitor networks for signs of Spam and to provide mobile users with an easy means to report unsolicited messages. Operators also offer customers a clear and efficient means to opt-out of receiving specific SMS or MMS marketing communications. Often, mobile users opt-in to receive text messages and may forget they have done so. Under such circumstances, the communications are not illegal and, therefore, permitted. Hence, there is a responsibility on stakeholders to educate customers on the issue and for service providers to explain to those that already have opt-ed into lists that they are receiving permission based marketing, not Spam.
To support operators in their efforts to fight Spam, the GSMA has developed an anti-Spam toolkit, which is available to all GSMA members, and is not conditional on signing up to the Code of Practice.
Further information on the
Mobile Spam Code of Practice (PDF)
Download the full
Mobile Spam Code of Practice (PDF)
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