The answer to the question is simply ‘yes’.

Bluetooth Proximity Marketing is permission based, which means that when a mobile phone has received a Bluetooth message, the recipient has the choice to either accept or decline the message. 

The customer (or recipient) needs to positively indicate that they wish to receive marketing messages, BUT the marketer is required to explain that those marketing messages may contain information about other companies’ products and services, if appropriate. 

It is highly recommended that the following guidelines are used:  DMA_Bluetooth_Marketing_Guidelines