While the advent of smartphones and messaging apps has been a giant leap forward in terms of global communication, it has also turned the generally annoying trend of direct advertising into a daily ordeal of digital spam and unwanted cold calls.
Our smartphones are tools we use to keep in touch with those around us. But they are not an open invitation to contact us with offers and deals, a concept that seems to be lost on many businesses. Many countries have made this clear by requiring companies to offer a way for users to opt out of receiving emails and SMS. Clearly, these rules need to be extended to WhatsApp and other services, as well as voice calls.
UAE government agencies are taking the right steps. The Dubai Police and the Real Estate Regulatory Agency (Rera) became every phone owner’s best friend on Sunday when they told real estate brokers to stop annoying people with direct calls and messages and warned that repeat offenders face fines of Dh50,000.
Stopping this activity is not only good for the phone owners; it’s also good for the industry. Many of these marketing offers reek of desperation and pandering to anyone willing to deal with high-pressure offers is not a successful or sustainable strategy.
The message that sending unwanted spam has repercussions now needs to be sent to the rest of the marketing industry, which includes not only brokers but also jewellers, restaurants, retailers — all who don’t seem to understand that we don’t want unsolicited communication. Anyone wondering if their messages are unwanted should follow the old rule: don’t call us; we’ll call you.