Election season – it can be one of the most exciting periods of time during an election year and also one of the most annoying. Particularly as the end of the election draws near, things get downright nasty with the domination of smear campaigns, lies, and lots of finger pointing.
It has been said that all is fair in love and war, but what about in politics? One company’s SMS text marketing tactics are being called into question as it skirts the law by using its proprietary e-mail to text technology.
The most recent wave of its SMS text marketing campaign was released last Tuesday night – marking the last full week before the final days of the 2012 election. According to this article in The Atlantic, messages were sent out to many random phone numbers with the underlying tone in opposition to the re-election of President Barack Obama.
Recipient inboxes were filled with anti-Obama propaganda such as “Obama denies protection to babies who survive abortions. Obama is just wrong” and “ObamaCare: a $700 billion gamble where Medicare recipients take the risk. Stop Obama!”
After losing its anonymity due to spam and abuse, the company slinging the mud was revealed to be ccAdvertising of Virginia. This is not the first time that ccAdvertising has been accused of unscrupulous practices. In 2005, the company was sued by the state of North Dakota for using dubious SMS text marketing tactics to try and circumvent state laws prohibiting robo-calls.
Again in 2011, the company came under fire during a Virginia election for state legislature. During the final phases of the race, SMS text marketing attacks traced back to ccAdvertising were launched against Senator David Marsden, a Democrat running in opposition to Republican candidate, Jason Flanary.
Marsden won the race despite the effort to thwart him from being elected. However, the practice frustrated Democrats who claimed it was illegal. While the Republican Party for the state said it had nothing to do with the messages, Flanary’s campaign was found to have issued payment to the company in the amount of $17,000.
Fast forward one year later, and Flanary’s name is the one found on the registry tied to sites releasing Tuesday’s messages. To date, there has been no response to the allegations from Flanary’s camp.
The way the SMS Text Marketing campaign works is by sending generic e-mails to phone numbers, knowing eventually there will be a match. Because each phone has an e-address, messages can be sent to various providers such as
[email protected],
[email protected] , etc. until one matches the provider supplying service to that particular number.
Unfortunately for those receiving the messages, unless an unlimited text plan is in place, they will be charged for it. ccAdvertising says that it is in full compliance with the laws governing its activities, but many contend they are merely exploiting loopholes. Its practices have resulted in the demand for further clarification of FCC (News - Alert) regulation of Internet to text communications.
In the commercial arena, paying attention to consumer preferences, regardless of laws, is essential for any company hoping to drive success with SMS text marketing. The same isn’t necessarily true in politics. Unfortunately, mud-slinging and annoying methods often get attention and have the desired results.
Edited by Jamie Epstein