This better be sign up only, per store like Newsletters, because if start sending me junk SMS and MMS every-time I walk into or down a , I'll change network!

Surely this is illegal under such unsolicited messaging acts as Telephone Consumer Protection Act (TCPA) and Controlling the Assault of Non-Solicited Pornography And Act (CAN-SPAM) in the States, and The Protection Act 1998 and The Privacy and Electronic Communications Regulations 2003 in the , also under EU .

Also I don't like the idea of my network retaining information about my where about, habits and trends, as working close to marketing, this is the sort of information my would want to know as feed back before investing in such campaigns.

Starbucks and L'Oreal have announced they are taking part in a six-month trial of mobile location-based marketing using a service from O2.

The service will send SMS and MMS location-based marketing messages to the more than one million O2 customers who are signed up to O2 More.

Shelley Portet,