The Finnish cellphone maker was fined by Australian regulators on Monday for spamming customers, says Reuters. Nokia was thus forced to change its text message marketing in order to prevent other fines in the future.
After various researches, the Australian Communications and Media Authority discovered that there are hidden intentions in the text messages sent by the Finnish firm. According to the report of the authorities, Nokia sends cellphone messages to its customers claiming to offer tips that could help them better use their phones. In fact, the SMS promote Nokia without offering an “unsubscribe” option as required by the local law.
Nokia has agreed, in turn, to pay the fine and to make sure that its campaigns observe the local rules in the future. The cellphone maker told the press that the company will pay a fine of 55,000 Australian dollars, that is, $57,750. In addition, the employees who are responsible of developing SMS campaigns will be trained to observe the Australian rules.
The acting chairman of the authority, Richard Bean declared in a statement that there are many companies that do not perform SMS marketing correctly. He further stated that the laws are the same for all types of campaigns, be they SMS or email-based. Small and big businesses alike have to obey to the rules or they will get fined.
Advertisers think they can develop creative marketing campaigns with the use of the cellphone industry. Nowadays, there are many useful options that may be adopted to get more information about the customers, such as, the area they live in and other location-based services. However, customers are not thrilled about advertisers’ intentions and their hostility has prevented advertisers from enacting most of their campaigns.
The Australian Communications and Media Authority have registered a significant increase in the number of complaints coming from customers. The majority of them declared themselves annoyed of the spam messages they receive through their cellphones. As a matter of fact, the number of public reports related to spam SMS grew to 370 percent between 2010 and 2011.