With email filters becoming more sophisticated, many of us are spared the deluge of spam which would otherwise hit our inboxes every day. We're not quite there when it comes to calls and text messages. I get about 3 spam calls or texts a week, usually asking for an individual whose details have ended up on multiple databases. The real test of the proposed new rules is whether we will be confident that opting out will actually work, and not just amount to confirming our mobile numbers are 'live'. Unfortunately, people most vulnerable to spam are also the least likely to take advantage of the opt out system so Ofcom will need to actively audit and enforce unethical behaviour - at least from UK companies.