On November 12, 2008, the French Data Protection Authority (CNIL) announced that the sending of commercial messages via Bluetooth requires the consumer’s prior consent. This opinion was issued in reaction to plans of installing billboards which would transmit commercial messages to a passersby’s cellular phone in public areas, such as subways, shops and discotheques. According to the CNIL, the “MAC address” of a portable device and the Bluetooth identification number are personal data. Therefore, sending commercials to passersby, without obtaining their prior consent is illegal. Additional information is available (in French) here.