Abstract: This study set out to investigate how students at China's Xiamen University felt about mobile advertising. In addition to determining whether or not college students have a favourable opinion of mobile and SMS advertising, the study seeks to understand the challenges students faced and the concepts they understood from a pedagogical perspective. Using a sampling strategy based on convenience, data were obtained from 98 different pupils. Students' negative attitudes toward mobile advertising and their belief that it diminishes the quality of education are the study's most important findings. The research concluded that China Unicom should start using permission marketing to protect its users from being disturbed and that mobile marketers should better segment their client bases to avoid sending customers communications that are not relevant to them.