SMS Marketing Regulation Rules: the Main European Certificates

There is no need to say that SMS marketing is ruling the world of advertisement and promotions. This tool provides maximum convenience along with high efficiency due to its instant approach to the audience and less annoying essence than other promotions have.

Yet, even when you decide to start an SMS marketing campaign for your business, it is not enough just to develop the body of the message and send it to your contact list. There are regulations which are important to maintaining. Of course, if you do not want to get penalties from governmental authorities.

Let’s talk in our blog about the main SMS regulations you need to follow during your SMS campaigns. We will focus on the main rules which are acute for European countries to enclose which documents to read and which requirements to fulfil in your SMS promotions.

Navigating SMS Marketing Regulation Rules in Europe: What You Need to Know

The first question to consider is which certificates and rules are regulating the SMS marketing area. They differ a little in various countries, yet, in the EU, the most powerful ones are as follows:

• GDPR aka General Data Protection Regulation. In Europe, it is the main document which is defining marketing rules and SMS regulations for businesses. This document protects private information and users’ data proceeded by businesses operating in the European Union. According to the GDPR rules, there are 4 must-dos for businesses not to be banned due to their SMS practices.

1. Businesses can send SMS to their customers only after they receive clear and direct consent to do this from each customer.

2. All data collected by businesses should be protected from third parties access. Data protection is a cornerstone of the whole democracy concept since 1950, and it should be performed impeccably.

3. Businesses have to notify their addressees about any compromised content they are going to send them via SMS.

4. International data transfers should also be secured.

Besides, according to the GDPR SMS regulations, businesses need to get consent from their customers in the following cases:

•  When they want to provide customers with promos and discounts via SMS.
  
• When they provide personalized information about products or services.
  
• When they offer free information to customers.
  
• When they send personalized advertisements in SMS.
  
• When they share information about customers with other companies/businesses.
  
• Local governmental rules which are provided by each country separately. Besides compliance with GDPR, businesses should also meet local SMS Marketing Regulations provided by the country they are operating in. These rules vary from country to country, so, it is better to get them known in advance. For example, it is forbidden to send business SMS on Sundays in France. Knowing these peculiarities is essential for businesses.
• Other international certificates and marketing rules to meet. Lots of businesses do not limit themselves just to European audiences, even if they are registered in the EU. So, if you have customers overseas, it is better to understand the rules which are relevant to a certain country.

• In the US, these are TCPA SMS requirements, which claim businesses should get written consent from customers to send them an SMS.
  
• CTIA also regulates the US market, and it offers a more extended definition of SMS marketing and its rules.
  
• In the Middle East, SMS marketing rules are majorly regulated by local moral values. Besides, there is the Telecommunication Regulatory Authority which oversees SMS marketing.
  

Thus, to gain success and prevent penalties from governmental authorities, you need to get consent from your customers, check the body of SMS for appropriate content, and protect users’ data in the most appropriate way.

The Importance of Compliance: Understanding Europe’s SMS Marketing Rules and Certificates

Do you know what can happen to a business which violates SMS marketing rules? There is an example of a successful lawsuit case against such a business held in 2012 in the US. After Papa John’s Pizza sent over half of a million SMS to its customers without their permission, it was obliged to pay over a $250,000 penalty for it.

Besides money losses, you should also consider reputation losses as well. Thus, when you meet the requirements of the authority concerning your SMS marketing, you get more than just customers.

• You gain trust. When you provide data protection and follow it impeccably, the audience generates more trust in you.
• Your brand’s name is clear and gets a good reputation when you send SMS, but do this according to the rules.
• You gain profit instead of money losses.

That’s why SMS marketing regulation rules should be your handbook when you run your business with the help of SMS marketing tools.