Carriers release code for mobile advertising

Telecommunications Carriers' Forum addresses misleading advertising practices for 'premium' message services

The Telecommunications Carriers' Forum (TCF) has released a code of practice for the operation and advertising of mobile premium message services such as ringtones, wallpapers, games and downloads.

The TCF says the voluntary code will boost consumer confidence in using such services.

“The code outlines strict standards for ensuring customers know what they are signing up for before they incur any costs, for ensuring that customers receive regular updates about the costs they are incurring (including usage alerts) and for ensuring that it’s easy to cancel a service at any time,” TCF chief executive Ralph Chivers said in a statement announcing the code today.  “This will give confidence to users that they will remain fully informed, and in control, at all times.”  The code covers advertising guidelines and has specific rules for chat, age-restricted and video services.

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