March 4, 2013, 2:12 PM

Retailers must follow the rules of text message marketing

(Page 2 of 2)

Use contests with caution: While contests and sweepstakes can be a great way to use text-message marketing, the laws surrounding such contests vary by state, Mogreet says. It suggests that marketers planning to launch a contest or giveaway check with their lawyers to make sure they are complying.

It is important to comply, Mogreet says, for a number of reasons. Wireless carriers and the CTIA monitor text message marketing programs on a regular basis. Severe infractions can result in a carrier or aggregator suspending a marketer’s short code or halting sending text messages on behalf of the marketer.

Poor practices can also lead consumers to opt out, bad publicity or even class action lawsuits by consumers. Pizza Hut, Taco Bell, Papa John’s and Wal-Mart Stores Inc. have all faced lawsuits because of their text messaging programs.

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