Complaints on SPAM Reduced Almost Twofold
Just 639 companies were able to provide consents. The rest 387 were fined for the total amount of nearly RUB 22.5 mln.
The number of complaints showed a steep upsurge in October-November, 2014 on flurry about the enactment of amendments to the Law “On Communication”. December registered half as many inquiries: 191 inquiry in December vs. 346 in October.
Bulk messaging without subscribers’ consents is often a characteristic of car sellers, taxi booking services and credit institutions. Complaints on SPAM can be directed both to subscribers’ mobile operators and FAS. The complaint processing practice of mobile operators is rather specific – the escalation of the case to FAS, or the case will be directly escalated to the regulator.
Although amendments to the Law “On Communication” became effective, subscribers still end up with unwanted messages. This is largely caused by the fact that some companies use their previously acquired databases for bulk messaging while these need updating and consents obtainment. Large and reputed brands collected their databases by means of loyalty programs which not always yielded consents in the correct format. A questionnaire containing the subscriber’s full name only is not valid. Data like this needs updating.
Collection of subscribers’ consents throughout the existing database, deletion of inactive numbers and database updating require a minimum data set – which is subscribers’ telephone numbers. This approach will reduce the negative reaction to unwanted SMS and eventually will ensure shrinkage of SPAM.