118800 Does PR Launch to Avoid Notice

In an attempt to minimize the impact of launching their mobile phone directory service, 118800 has launched during a 2 day tube strike... meaning the headlines will be filled with irate Londoners who can't get to and from work -- and hopefully they launch of 118800 will get buried in the back of the news.

In case you didn't know about them, 118800 has built a business around making money by selling access to you via your mobile phone - without your express permission.

Reading from their FAQ, 118800 claims that they get their numbers:

Our mobile phone directory is made up from various sources. Generally it comes from companies who collect mobile telephone numbers from customers in the course of doing business and have been given permission by the customers to share those numbers.

So - If you gave permission for your bank to call you - and your bank sold your details on to 118800 - then anyone who uses 118800 can now call and reach you on your mobile phone. WHAT's UP WITH THAT?

How do you become ex-directory

Again - from their FAQ:

Can I be ex-directory with 118 800?
You can become ex-directory by texting the letter ‘E’ to 118800 from the mobile phone you want to be made ex-directory or you can call us on 0800 138 6263. Standard network charges apply. The first time 118 800 contacts you you will be sent an SMS reminding you about how to become ex-directory. Please allow up to 4 weeks for your ex-directory request to take effect.

My suggestion and request of you? -- Blog/Tweet/Talk to everyone in the UK and have them become ex-directory - but there is one more thing we can do.

Under the Data Protection law you can write to 118800 and demand that they divulge all of the information they hold on you - and the source of the information.

Write to them and ask, "Who sold my details to you?" -- And then go back to the business who sold-you-out and update your preferences with them to ensure it doesn't happen again...

Oh yes and once you find out who sold-you-out, you might consider taking your custom somewhere else! Do you really want to do business with someone who sells your personal contact details - especially your mobile phone number - to an unknown 3rd party? I think not!

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A long standing topic for me

I haven't written a blog entry in a while - but this is one of those hot topics for me. As business people we have to treat our customer relationships with great care. And selling customer data to unknown and untrusted 3rd parties just doesn't cut it.

I beleive that we should require that all data brokers be completely transparent. Every time we receive a call, an e-mail and even a letter in the post - we should know exactly how our details were provided to the marketer. Did they get access via the Electoral Roll? Did they buy a list from Experian - or did they have a list and "enhance" the list with data from Experian? Did they buy the list of addresses from our favourite magazine? - or maybe it was our grocery store loyalty card program. We have the right to know - but today the marketer doesn't have the requirement to share the data with us.

Last year I wrote to the ICO and suggested that we implement a policy of "trust through transparency" asking that every marketing communication include a "Source" line in the address. i.e.;

Troy Norcross
555 Ashdown Court
London X1L 44G
Source: Rodale Magazines Partner

And this is the response I got back:

6 May 2009

Reference: INF0207463

Dear Mr Norcross
Thank you for your e-mail sent on 11 July 2008. Initially, please accept our sincere apologies for the delay in this response which is due to the large volume of correspondence currently being received by this office.
I have considered your e-mail. Your idea of an advertiser disclosing the source of their data when they have acquired the contact data from another source is an interesting idea and would make the marketing methods more transparent to the customer.

Greater transparency is something that we encourage and there are clearly benefits to the consumer but your idea places an obligation on marketing companies who are not in breach of the law and goes beyond the EC directive and legislation. Therefore this is not something we would be likely to pursue.

I appreciate your taking the time to consider these issues and I am sorry that we are not able to take your idea further.


Yours sincerely



LB (I removed her name - it's not her fault!)
Casework and Advice Officer

So - it looks like the ICO doesn't see this breaking any laws so they say they can't do anything. Do YOU have any ideas on how to bring this idea into reality?

Yes - I'm already talking to the DMA!

OK folks - a longer post than I expected for my first time back -- maybe it's the start of regular postings again...

All the best!

Troy

9:45 AM Tuesday - 10-June
Quick Update

Attempts to optout via Text did not result in a nice confirmation message that I had been made Ex-Directory -- so don't even know if that works.

I called the 0800 number 3 times - and my call was "put in a queue" for 10 minutes at which point I was unceremoniously disconnected. (They have to pay for those 0800 calls!)

All in all - a typically poor experience for a very shady dodgy service!

UPDATE: My friend Nikolas Tardent has pointed out that there is an Ex-Directory link on the website - Visit it here and follow the instructions.

So far I have not been successful in getting my 5-digit code to have my number removed - still waiting... So I'm not sure that this service even works yet.

In the meantime - please share this link far and wide... Let's put these guys out of business BEFORE they start! -- If someone wants to run a mobile directory service is must be Opt-In!