Information Commissioner’s Office recently evaluated its rules and came up to a conclusion that Bluetooth was NOT covered by the Privacy and Electronic Communications Regulations. Mentioned regulations prohibit marketers from sending unsolicited messages (aka SPAM) on a “public electronic communications network.” Meaning, SMS and email are not allowed, but Bluetooth is perfectly legal to use for advertising.
Somehow this makes sense, as you can simply turn off Bluetooth or make your device invisible, and evade all the spam. On the other hand, it’s the UK we’re talking about here, hence it wouldn’t come as a surprise to see this regulation re-written to include Bluetooth and other short-range wireless connectivity standards pretty quickly.
[Via: Engadget Mobile]