KPN gets away with commercial SMS test

Dutch telecom KPN might have broken the Telecommunication law in Holland. In a test about mobile advertising, KPN had sent 6 million sms messages to prepaid clients. If clients reacted to the message, they got to see their mobile credit as well as a commercial message of a third party. The campaign led to about 19 complaints but the telecom advisory authority in Holland OPTA decided not to take action since the amount of complaints was small and so was the level of damage of the message. By reacting mildly, OPTA wants to encourage the development and the testing of new services.

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