Spam is OK if it's us

In a startling development, the Australian Army is considering sending broadcast SMS for recruitment purposes. Presumably they would meet Australia's strict Privacy Act, however this is not fully clear from the news release. Particularly as SMS marketing is a relatively new medium, people tend to respond negatively unless they have actively opted-in to receiving messages, rather than having forgotten to tick a box somewhere to avoid getting on a generic list that will be sold to all-comers, the Australian Army included. The Australian government has implemented strong ant-spam legislation, so it is rather disappointing that one of its arms is undermining those messages. Legitimate SMS marketing definitely has a role, but if the medium is abused, there will be a backlash.