The Direct Marketing Association (DMA) has published its first best-practice guidelines for Bluetooth marketing, clarifying the need for consent when sending messages to consumers. Although Bluetooth marketing isn't covered by the Privacy & Electronic Communications Regulations 2003 - making it exempt from a legal requirement to obtain consent when sending messages - the DMA says marketers should proactively obtain consumer consent before sending a message via Bluetooth. Its favoured processes are either inviting a consumer to approach a poster or sending messages at relatively close range 'in context' (e.g. offering ringtone downloads at a music event). [Press release; PDF document]