Warning SMS marketers: The Federal Communications Commission (FCC) and recent class-action lawsuits are taking aim at lax opt-in policies to rein in mobile marketing spam. With spam text messages soaring to an estimated 4.5 billion globally in 2011, or almost two days’ worth of the text message traffic in the U.S. alone, the ire of cell carriers, consumers, courts and federal regulators is not going to ease. Mobile marketers who push the boundaries of recent amendments to the Telephone Consumer Protection Act requiring "prior express written consent" to send text messages risk onerous penalties. For a complete discussion of SMS permission requirements, see http://chiefmarketer.com/mobile-marketing/fcc-lawsuits-shape-how-marketers-must-handle-sms-opt-ins
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