Most mobile services ads ‘may breach the rules’
The majority of ads for premium mobile services may breach the industry code of conduct, the media regulator has today warned.
The Australian Communications and Media Authority said that it started monitoring mobile ads at the beginning of July when the new Mobile Premium Services Code was introduced. The ads ran on TV, in magazines and online.
ACMA chairman Chris Chapman said: “ACMA is disappointed at the initial results and now has 14 formal investigations underway into suppliers of mobile premium services. Content suppliers are on notice that the ACMA expects them to lift their game to comply with all the rules, especially the provision of clear and legible pricing information in advertisements for mobile premium services.”
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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Well at last ACMA starts to act – only years too late. The industry was pushing for solid regulation, monitoring and enforcement in 2005, in the meantime thousands of consumers have been negatively affected. Premium mobile services have a strong role to play, proper discloser and enforced regulation is critical. However the focus should not be on opt-out systems but banning subscription services.
The government should start their investigation with the ABC, they constantly promote premium mobile services and never disclose the terms tsk tsk.
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