More contradictory information has been issued regarding the legality of SMS bulk advertising messages.
A senior source at the Dubai Department of Economic Development, who declined to be named, said bulk SMS advertising was not permitted in Dubai.
However, Mohammad Hilal from the department's Control and Inspections Section said the practice is legal if the Dubai-based business has prior DED permission to run an advertising campaign.
Bulk SMS campaigns have roused the ire of many mobile phone users who have called the messages annoying, intrusive and sometimes deceptive.
The senior DED official said any kind of competition through telephones was illegal. "One such business practice is SMS advertising." The source said the department did not allow it because it was "intrusive". He said DED was the only department to give permission for commercial competitions in Dubai. "If we do not give permission, the competition is illegal."
When Gulf News asked why Etisalat could provide an SMS bulk service if it was illegal, the source said there were "contradictions".
"Etisalat should meet with us to resolve the issue." He said there was a lack of communication between DED and Etisalat on this issue. "There's been no real discussion on this."
Meanwhile, Mohammad Hilal from the Control and Inspection section said in some circumstances, bulk SMS promotions could be legal. "If the company based in Dubai receives a licence from us to run a competition, then they can use SMS to advertise."
Hilal said most SMS bulk messages "did not have a licence. They are mostly illegal." Most mobile messages of this kind, he said, did not come from Dubai.
Ahmad Bin Ali, head of public relations at Etisalat, earlier said the company did not provide bulk SMS messaging services without the business proving it had the right licences.
But at least one business manager who ran bulk SMS competitions said he did not have any licensing. He said he considered permission from Etisalat an indication the service was legal.
Protection for mobile-phone users
The Dubai Department of Economic Development asks mobile users to call the consumer protection department on 04-2020220 or the complaints section on 04-2020400 to enquire about any bulk SMS messages received.
Etisalat's rules regarding bulk message sending include:
- Timing: Messages should not be sent after 10pm
- The response price should be included in the message
- The message's content should be within the cultural and religious values of the UAE
Gulf News
