DMA embraces Bluetooth technology after U-turn

The Direct Marketing Association (DMA) is set to perform a U-turn by actively looking to promote the use of Bluetooth mobile technology for marketing purposes.

According to Robert Dirskovski, head of interactive marketing at the DMA, the organisation is about to publish guidelines on how Bluetooth mobile technology might be used for marketing purposes.

The DMA, which has previously criticised Bluetooth marketing systems (MW September 22, 2005), will also unveil its Mobile Marketing Council in March, with the controversial technology high on the agenda.

But Dirskovski warns that major issues, such as industry confusion over privacy laws, must still be ironed out. He states: “We’re keen to engage with the industry. We want to use this technology — but there are problems that need to be addressed.”

He says the DMA wants to meet companies active in the field to explore solutions to the legal problems.

The Privacy and Electronic Communications Act (2003) specifies that consumers must opt in before marketers can send them marketing messages via SMS and e-mail, and on other electronic devices.

A spokeswoman for the Information Commissioner’s Office – the regulator for Britain’s privacy laws – says: “An individual must give consent to an organisation before receiving direct marketing messages via Bluetooth technology.”

Some companies developing Bluetooth marketing systems claim that the regulations are confusing, while others say they do not apply to Bluetooth.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here