It happened…the controversial mobile phone directory website crashed yesterday as members of the public logged on en masse to remove their details.
Even though the directory has been approved by the Information Commissioners Office as complying with both the Data Protection Act DPA) and Privacy and Electronic Communications Regulations (PECR)the thought of a mobile directory has still created considerable concern.
I guess the fact remains that most consumers regard their mobile number as private and personal.
We have said many times before that mobile marketing is a highly influential medium, but one that must be treated with repsect.
The issue right now is that while the site is down then no one can access the site to remove their details so the question is how will this impcat on mobile marketing.
Abuse of the opt in -opt out rights of these consumers could seriously damage the credibility of the industry.