Every marketing channel has its own set of rules to follow. Radio stations won’t play explicit lyrics, social media platforms flag sensitive posts, and email providers block messages with forbidden content.
SMS marketing is no different. Mobile carriers and the Cellular Telecommunications and Internet Association (CTIA) have clear guidelines about what you can and can’t send. And your industry might make these rules especially relevant.
Businesses selling regulated products, from alcohol and tobacco to adult content, need to pay special attention. Following these rules isn’t optional if you want to keep your marketing campaigns active and avoid compliance issues.
What are SHAFT regulations?
SHAFT regulations are content rules the CTIA and mobile carriers enforce for SMS marketing messages. These guidelines determine what content can be sent via text message. Not following them can result in blocked messages, suspended service, or fines of up to $1,000 per violation.
Here’s what each SHAFT category covers:
- Sex: Any sexually explicit content, including dating services, adult products, and suggestive language
- Hate: Hate speech, discrimination, and any content that promotes violence or harm toward any group
- Alcohol: Marketing or sales of alcoholic beverages, including beer, wine, and spirits
- Firearms: Content related to weapons, ammunition, and firearms accessories, including hunting equipment
- Tobacco: Messages about tobacco products, e-cigarettes, vaping devices, and smoking accessories of any kind
Hate is always prohibited, with no exceptions. The other categories may be allowed if you follow all proper age-gating procedures.
Keep in mind that carriers can have their own rules on top of the general SHAFT guidelines. For example, many carriers still block firearm and tobacco content altogether, even with age-gating. They might also block content related to things like gambling and cannabis, even if it’s legal in your area.
Why compliance matters for SMS campaigns
Following the rules might seem like a hassle, but compliance is key for a few major reasons.
Avoid fines
Breaking SHAFT rules can get expensive fast. Each non-compliant message can count as a separate violation, leading to massive fines. A single mistake in your campaign could cost your business tens of thousands of dollars or more.
Maintain access to mobile carriers
Mobile carriers can act as the gatekeepers of your SMS campaigns. If you break their rules, they can block your messages, stopping them from being delivered. Even worse, serious or repeated violations can lead to your service being suspended entirely.
Protect your brand’s reputation
Your brand’s reputation is everything. Breaking SMS rules can hurt your image and make customers lose trust in you. However, following the rules shows you respect your customers, their privacy, and the law.
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How to prevent SHAFT violations in SMS marketing
SMS compliance requires a proactive approach. Follow these key practices to avoid problems and keep your campaigns running smoothly.
Avoid strictly prohibited content
Some types of content are completely off-limits in SMS marketing, no matter what safeguards you put in place, such as:
- Hate speech
- Controlled substances
- Prescription medication
- High-risk financial services
To keep your campaigns safe, avoid these topics altogether. It’s also a good idea to check with your mobile carrier for any other types of prohibited content they may not allow.
Use a short code for SHAFT content
If your SMS campaigns include content related to sex, alcohol, firearms, or tobacco, you’ll need to use a dedicated short code. These are unique 5- or 6-digit numbers specifically approved for this type of content. Standard 10-digit long codes are not allowed when sending SHAFT-related messages.
That said, using a short code doesn’t guarantee approval. You still need to follow all text messaging guidelines. For full details on how to stay compliant when using short codes, consult the CTIA Short Code Monitoring Program Handbook.
Obtain explicit consent before texting
Don’t just add people to your SMS list without their permission. Always obtain explicit consent before you send messages. This means your recipients need to actively opt in by texting a keyword to your short code or checking a box on a form.
Set up a functioning age gate
When marketing age-restricted products, you must verify the recipient meets minimum age requirements before sending any promotional content. Simply having them answer a yes or no question to confirm their age isn’t enough. You need to require subscribers to enter their full date of birth during the opt-in process. Be sure to keep clear records of when and how you verified each recipient’s age.
Include easy opt-out options
Always give people an easy way to unsubscribe from your SMS list. This typically involves texting a keyword like “STOP” to your short code. Promptly honor all opt-out requests to maintain compliance and show respect for your audience’s preferences.
Steps to take if you violate SHAFT rules
Discovering that you violated SHAFT rules in your SMS campaign can be alarming, but don’t panic. Taking the proper steps can help you mitigate the damage and get back on track. Here’s what to do.
- Identify the violation: Identify exactly which SHAFT rule was broken and how it happened. Understanding the issue will help prevent similar mistakes in the future.
- Stop the non-compliant campaign: Immediately halt any non-compliant campaigns. Avoid sending additional messages until the issue is resolved.
- Assess the impact: Determine how far the violation spread. This includes identifying how many recipients were affected and evaluating any potential harm caused to your brand or audience.
- Notify key stakeholders: Inform internal stakeholders, like your Marketing, Customer Service, and Legal teams, so they’re ready to handle questions or complaints.
- Respond to regulatory agencies: If the CTIA or your mobile carrier contacts you, respond promptly and provide all requested information.
By following these steps, you can show your commitment to compliance and take steps to rebuild trust with your audience.
Key takeaways
- Text marketing has rules: Just like any other marketing channel, SMS has guidelines you must follow.
- Remember SHAFT: The acronym SHAFT (sex, hate, alcohol, firearms, and tobacco) highlights the categories of SMS content that require extra care.
- The penalties can add up: Violating SHAFT rules can result in hefty fines, blocked messages, and damage to your brand’s reputation.
- Ensure compliance: Use short codes for restricted content, set up age-gating, and follow all applicable laws to stay compliant.
Take action if violations occur: If you discover a violation, act fast to minimize the damage and work toward a resolution.