SMS marketing rules – consent, soft opt-in and unsubscribing

SMS is a direct channel and should be used with clear expectations. Before sending marketing messages, you need to know where each contact came from, why the recipient is receiving the message and how they can easily opt out.

This article summarises practical principles for organisations marketing to Swedish consumers. It is not legal advice. Always check the current rules and guidance that apply to your audience, market and processing of personal data.

For digital direct marketing to private individuals in Sweden, the main rule is that the recipient must consent in advance. Consent should be freely given, specific, informed and unambiguous. Pre-ticked boxes and vague wording hidden in general terms are not an appropriate basis.

When collecting a mobile number, explain:

which company will send the messages,
that the number will be used for SMS marketing,
what type of content the recipient can expect,
how often you expect to communicate,
how consent can be withdrawn.

Keep a record of when, where and what the person agreed to. This helps you respect the recipient’s choice and demonstrate how the contact was collected.

When can soft opt-in apply?

Soft opt-in is a limited exception for existing customer relationships. Under SWEDMA’s Swedish industry code, all relevant conditions must be met. The contact details must, among other things, have been collected from the customer in connection with a sale; the customer must have been informed about the marketing and offered an opt-out; and the messages must concern the company’s own similar products or services.

Soft opt-in is not a general permission to market to every previous contact. Assess the customer relationship, what is being marketed and the time that has passed. Document that assessment.

Make unsubscribing simple in every message

Every marketing message should provide a simple way to stop further communication in that channel. Options include:

a clear unsubscribe link,
replying STOP to a receiving number,
another simple address or function that records the request.

Process the request without unnecessary delay. Use a shared suppression list so that a withdrawn consent remains respected when new recipient lists are imported.

One Channel brings recipient groups, unsubscribe links and campaign follow-up into one workflow.

Make the sender and purpose clear

The recipient should understand who is communicating and why. Use an established sender name and avoid wording that could be confused with a public authority, bank or another organisation.

A good marketing SMS:

identifies the sender,
explains the offer or information briefly,
presents one clear action,
links to a relevant mobile-friendly page,
includes a working unsubscribe route.

Check the list before sending

Before activating a campaign, ask:

Can you explain where every mobile number came from?
Does the consent or customer relationship cover this content?
Have suppressed and unsubscribed numbers been removed?
Is the sender clear?
Do the links and unsubscribe route work on mobile?
Are the audience, timing and frequency reasonable?
Has an accountable person approved the campaign?

Send to an internal test group first. Check the sender, SMS segment count, links and how the unsubscribe instruction appears on a real phone.

Current Swedish guidance

SWEDMA’s Swedish industry code for privacy protection in marketing provides current sector guidance for consumer marketing in Sweden. Also consult the relevant data protection and consumer authorities for your market.

Once the foundation is in place, continue with the four-step SMS marketing guide.