We're complaining more than ever about a deluge of advertising, according to the Advertising Standards Authority in its annual report.

Complaints about advertisers sending unsolicited text messages to mobile phones have risen tenfold, and irritation with spam e-mails is also on the up.

Text messaging may be a quick and easy form of communication, with thousands of messages sent daily, but with the rise in use has come the inevitable rise in abuse.

Urgency

A typical unsolicited message will usually have a tone of urgency and a once-in-a-lifetime feel to it all.

"You have won �1,000 - ring now," it may say.

The number to call is a always a premium rate number, the message lasts for a considerable length of time and the chances of netting the big prize are miniscule.

This at least is inoffensive.

Distressing

Unsolicited text messages can be distressing as can the huge influx of unsolicited e-mails.

It's not unusual to log in and find that the huge preponderance of messages are at best unwanted and at worst upsetting.

Of course it's always possible to delete, but it takes time and effort.

With the exponential rise in the volume of spam messages, there's a strong feeling that the tide must be stemmed.

Solution

So what can you do right now if you don't want unsolicited phone and e-mails?

The answer is not enough, but luckily things are going to change.

Most experts advise us not to give our e-mail address or number to strangers.

The problem is of course, that lots of people already have, and you don't want to change these details.

Protection

One thing you can do however is subscribe to something called the preference service.

This supposedly stops the tide of unsolicited e-mails, texts, faxes and direct mail.

If you phone 0845 0700 707 and register that should stop any junk phone calls, and if you log on to www.dma.org.uk and subscribe to the Direct Marketing Association, that should stop junk e-mails.

The only problem is that this only controls those that operate within the law so it's limited.

The telephone service will certainly make a difference Tessa Kelly, Direct Marketing Association

"The telephone service will certainly make a difference, because it is well known and abided by in the UK," says Tessa Kelly of the Direct Marketing Association.

"But the e-mail service is self-regulatory, and only works with those who abide by good practice.

"As spammers are not always known for good practice, we can't guarantee 100% that you won't get any more mails, even if you subscribe."

Weak rules

There is some legal protection, however.

Section 11 of the Data Protection Act gives you the right to ask a company to "stop processing personal data for the purposes of direct marketing".

But if this is not adhered to there is then a long-winded and ultimately weak five-step process by the Information Commissioner.

First the commissioner's office writes to the company concerned.

Then a Preliminary Enforcement Notice is issued.

This is followed by an Enforcement Notice, then a Tribunal, and finally, if action is required, a fine is issued, but not any kind of prison sentence.

Progress

But it's all changing this year and it seems that we could soon be better protected.

There is already an EU Directive which will become law in all EU countries by the end of October

This will mean that all unsolicited e-mail and spam will be outlawed.

You will have to opt in to such advertising, and only companies that you've approached will be able to get back to you.