In a strong message to mobile marketing firms who resort to anti-spam laws in their earnest to push their marketing campaigns, The Australian Communications and Media Authority (ACMA) slapped an $ 110,000 fine on Vodafone Australia. The penalty is part of an enforceable undertaking taken from Vodafone Australia.

The ACMA alleged that the operator sent 100,000 text messages for its marketing campaign for Coca-Cola possible breaching anti-spam laws. Coke has however not been fined but only issued a warning.

The ACMA is now investigating if the campaign breached the 2003 Anti-Spam Act. As per the Act, sender has to give information to recipients on how to unsubscribe or contact the sender.

"Take a hint from your PC and reboot. You'll work faster. Reclaim your lunch hour with a friend. Escape with a Coca-Cola lunch break,” was the message sent to mobile subscribers.

"Mobile advertising is an exciting new platform and VHA looks forward to continuing to work with our advertisers, to realise the potential of this emerging medium," said Vodafone Australia indicating that it will continue to undertake marketing campaigns within the purview of relevant rules and regulations.

"I would keenly hope that their actions and responses provide a sobering reminder to all of the players in the SMS marketing industry about the importance of compliance," ACMA chairman Chris Chapman said.