Advertising on my cell phone : no thank you !

I've been reading a few articles about the next big thing being advertising on cell phones. I already hate it when I get adverts from my cell phone service provider about something I don't want. So I am sure I don't want to start getting adverts from companies that I have no relationship with whatsoever. Especially if my cell phone provider is making money from it on top of the hefty bills I pay, well I will change to another company that values my privacy more, that's for sure.
I wouldn't mind it if messages I got were useful like "Hey this is your computer you forgot to switch me off again !", "Did you remember you have a dentist's appointment at 4 o'clock ?" (well maybe that would be a nicer one to forget actually)...