The Association for Data-Driven Marketing and Advertising (ADMA) has welcomed new regulations introduced by the Australian Government. These rules require telecommunications providers to block scam text messages and warn recipients when messages originate from unregistered senders. The Australian Communications and Media Authority (ACMA) is responsible for developing this enforceable industry standard, which aims to safeguard the integrity of legitimate businesses and protect consumers from scammers.

Under the new regulations, telecommunications providers will be required to verify the legitimacy of SMS messages sent under registered brand names. This initiative is designed to build more trust in SMS as a communications channel, ensuring brands can confidently engage with their customers without fear of impersonation or interference by bad actors.

Andrea Martens, CEO of ADMA, commented on the new rules, "Most of us know the scourge of scam SMS messages, which are responsible for millions of dollars of fraud every year and disproportionately impact the most vulnerable people in our community. So this is a very welcome move for both consumers and the marketing industry, as strengthened regulation will build more trust with SMS as a communications channel."

Dr Rob Nicholls, Manager, Regulatory and Policy at ADMA, also expressed his support for the ACMA’s proactive approach. He said, "For marketers and brands, this provides a safer and more reliable platform to connect with consumers. It also underlines the importance of compliance in building a secure digital ecosystem."

The new rules are expected to have a significant impact on the marketing industry, providing a safer and more reliable platform for brands to connect with consumers.