1. A method of advertising comprising an advertiser telecommunications device emitting an advertisement over a short range via a short range wireless transmitter, the advertisement having a characterisation profile associated with it conveying information about the type of advertisements, of goods or services being offered or both; a consumer telecommunications device receiving the short range wireless advertisement; the consumer telecommunications device having an advertisement filter provided with an allowable advertisement characteristics profile and the consumer device comparing the received advertisement characteristic profile with its filter profile and accepting advertisements which match its advertisement characteristics profile to an acceptable degree and rejecting advertisements whose characteristics profile does not match to an acceptable degree; and offering to present to a user the accepted advertisements received by the consumer device.