Disclaimer: This information is provided as guidance only. Customers should consult their local laws and regulations to ensure compliance with SMS marketing requirements. As compliance regulations frequently change, customers are responsible for keeping their practices up to date.
Overview
SMS marketing offers you a powerful way to reach your audience, but it’s important to follow established guidelines to ensure compliance and avoid issues. Understanding what content is prohibited helps maintain a positive user experience and prevents potential penalties. This article outlines the types of content and campaign practices that should be avoided in SMS marketing to ensure your efforts are both effective and compliant.
We invite you to read our article about how to Use Shortened URLs While Avoiding Having Your Messages Blocked.
Prohibited Content in SMS Marketing
Certain content is strictly prohibited in SMS marketing campaigns, as outlined by Bandwidth’s Acceptable Use Policy (AUP) for A2P messaging. Campaigns involving the following content types will not be powered by Bandwidth:
- Adult Content: Any content related to pornography or adult entertainment, even if legally permitted.
- Violence and Hate Speech: Messages that depict or endorse violence, hate speech, or engage in behavior that is threatening, abusive, harassing, defamatory, or fraudulent.
- Controlled Substances: Content promoting the sale of federally controlled substances, including cannabis, is prohibited.
Prohibited Campaign Types
Messaging services should not be used for:
- Lead Generation: Any third-party or affiliate lead generation campaigns.
- Financial Campaigns: Advertisements for loans, credit repair, debt relief, debt consolidation, or debt collection services.
- Work-from-Home Ads: Promotions for work-from-home jobs, secret shopper roles, multi-level marketing (MLM), or similar schemes.
Age-Restricted Products
Campaigns involving age-restricted products like alcohol, firearms, or tobacco are allowed only under specific conditions:
- Strict age validation mechanisms must be in place.
- The messaging content must be approved in collaboration with Bandwidth's messaging team.
Key Points to Avoid Violations
To avoid fines and penalties, ensure that your SMS marketing campaigns do not include:
- SHAFT content or any messages related to pornography, hate speech, or firearms.
- Phishing attempts or fraudulent content.
- High-risk offers like payday loans, debt relief, or gambling-related content.
Adhering to these guidelines will help you maintain compliance and avoid disruptions in your SMS marketing efforts.