They expect the ads to be helpful and accurate - or perhaps amusing. Consumers are not happy with profligate expenditure, and misleading adverts - because they expect phone companies to be responsible and cost conscious. So advertising as such is totally in keeping with a phone company's role, but the content of the adverts must help satisfy consumers' desires - rather than being based on marketing hype. Information privacy issues when targeting mobile phone users. There are no information privacy problems with advertising - because it is not directed at individuals.
People are very wary about winding up on mailing lists - or worst of all, telemarketing lists.
Phone companies should specify what uses this information will be put to. If the uses are responsible, this should allay the fears of consumers who are wary about inquiring or talking to a representative.