In the UK, the Advertising Standards Authority, which regulates all non-broadcast campaigns, said the number of complaints about email adverts rose from 17 in 2002 to 455 last year. Grievance about SMS marketing reached 393 last year, compared with 65 in 2002 and six in 2001.
Three years ago the ASA did not receive a single complaint about email marketing.
Since consumers are keen to adopt new technologies and the potential for using them to target consumers is high, complaints about new media will probably continue to rise.
Read in Media Guardian