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Mobile Premium Services: New Code of Conduct
Posted: 30/05/2009
Chances are that most people have seen or heard an advertisement for Mobile Premium Services, for example: “Text your name to 191 000 to find your soul mate” or “Call 191 111 to get the latest crazy cat ring tone”.
Such services have, to date, been largely unregulated. However, from 1 July 2009, a new code of conduct will come into effect to govern the provision of all Mobile Premium Services (“Code”).
The new Code will specify strict rules and regulations that will:
* regulate the advertising and promotion of all Mobile Premium Services;
* specify additional requirements when advertising to minors; and
* require Mobile Premium Services providers to supply consumers with key information (such as the cost, mode of billing and the opt-out process).
The Australian Communications and Media Authority (“ACMA”) has been charged with the task of administering the Code. ACMA has also been given the power to reign in errant Mobile Premium Service providers by issuing directions and fines of up $250,000.
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