Understanding SHAFT Content Restrictions for Text Messaging Programs in Research
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Understanding SHAFT Content Restrictions for Text Messaging Programs
Introduction
More researchers at universities, cancer centers, and research hospitals are using text messaging to communicate with participants about and in their studies. However, recent content restrictions imposed by mobile carriers can interfere with these communications. While these (and many) restrictions were created for those using text messaging for marketing purposes, we err on the side of caution even in the use case for research and public health programs.
This article will explain these restrictions, specifically around the acronym SHAFT, and provide guidance on how to avoid content that might get blocked.
What is SHAFT?
SHAFT stands for Sex, Hate, Alcohol, Firearms, and Tobacco. These categories of content are closely monitored and restricted by mobile carriers to prevent misuse in marketing. Although your research-related messages are not for marketing purposes, they may still get flagged if they contain SHAFT-related terms or content.
Detailed SHAFT Content Restrictions
Sex
Any references to sex or adult content are strictly prohibited.
Hate
Messages containing hate speech, discriminatory language, or profanities are not allowed. Even if the context is related to mental health or abuse recovery, certain terms can trigger filters.
Alcohol
While messages about alcohol can be sent if proper age-gating procedures are in place, this is generally more relevant to marketing.
Firearms
References to firearms, firearm accessories, or any depiction or endorsement of violence are strictly prohibited in text messages.
Tobacco
Messages about tobacco products, including vaping, are also restricted.
Other Prohibited Content
In addition to SHAFT, other types of content are also restricted by mobile carriers. These include:
- Gambling
- Cannabis and related products (CBD)
- High-risk financial services
- Debt collection
- Multi-level marketing or "get rich quick" schemes
- Third-party lead generation services
- Depictions and endorsements of violence
- Profanity and hate speech
While we don't expect the other prohibited content to be an issue for most research projects, it's good to know what else the carriers are considering.
Possible Solutions and Workarounds
While we can't possibly know what each mobile carrier has for their content filters, there are a few strategies you may want to consider:
1. Use Survey Links Instead of Text Message Surveys
Use web-based surveys and deliver the links via Mosio. The text message content won't include any blocked words.
2. Use Images or Imagery in Messages (MMS)
While sending images (MMS) costs more message credits for delivery, a picture is worth a thousand words. This can be a way to send content to your study participants without sending specific words via text.
3. Use Different Phrasing or Words
Create new ways of phrasing your words, content or survey questions in messaging. In some cases it may be useful to let participants know your reasoning for doing so: you want their messages to go through! Simply explain to them why you are phrasing things a certain way so they understand the why behind how content might be phrased.
Other Tips for Avoiding Content Blocks (Not SHAFT Related)
To ensure your messages reach their intended recipients, consider the following best practices:
Use Natural Language
Craft your messages using natural, clear language. Avoid non-standard spellings or symbols that might confuse filters or recipients.
Collect Direct Consent
Ensure you have direct consent from participants to receive messages. This builds trust and ensures compliance with carrier regulations.
Set Expectations on Frequency
Inform participants about the number of messages they can expect to receive. This helps manage expectations and reduces the likelihood of messages being flagged as spam.
Include Organization Recognition
Clearly identify your institution in your messages. This transparency helps recipients recognize the source and reduces the risk of messages being blocked.
Keep Messages Short
Aim to keep your messages concise, ideally under 250 characters. We realize in research sometimes you need longer content for informational or survey purposes. That is fine, just be mindful of brevity as an overall theme.
Conclusion
While navigating the new SHAFT content restrictions can seem challenging for researchers whose work may inadvertently touch on sensitive topics, where there's a will, there's a way. By understanding these restrictions and following best practices, you can minimize the risk of your messages being blocked and ensure effective communication with your study participants.
Ultimately, it's their channel and they decide how it is used. The best we can do is offer guidance and see what works best to give you the most success in your studies and programs.