The Information Commissioner’s decision not to regulate the use of the mobile technology has raised concerns about a mass rise in Bluetooth spam.
The decision was reached following extensive debate at the Commission over the extent to which personal information is involved in the transfer of Bluetooth marketing.
It was concluded that Bluetooth marketing is essentially a form of radio and as such, should not be regulated by the Information Commissioner.
Information Commissioner’s Office (ICO) is the UK’s independent public body set up to protect personal information and promote public access to official information.Up until now, its guidelines have stated that users must opt in to receive Bluetooth marketing. As a result of the Commissioner’s decision however, this will no longer be the case.
Julia McNally, director of mobile marketing agency New Visions told Precision Marketing: “Bluetooth marketing is actually less intrusive than text messaging, because the user has to accept the content. People will always be able to have that capability because the opt-in function is built in to the configuration of the phones.”