While Commercial Alert’s Gary Ruskin says, “Good luck,” cell phone providers have adopted a set of guidelines, Consumer Best Practices Guidelines for Cross-Carrier Mobile Content Services, which is intended to place limits on marketer’s use of the cell phone as an advertising medium. The guidelines call for double opt-in to promotions, how people are charged for air time and wording people can use to opt in or out of promotions. Even as the guidelines are adopted by all major U.S cell phone companies, Ruskin believes cell advertising will, none the less, proliferate and cause a backlash similar to those that have occurred in Europe where the medium is more established. Ruskin is particularly concerned over the guideline’s allowance of opt-in list sale to third parties.
