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New conventions for mobile phone subscription services in Britain
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Home > New conventions for mobile phone subscription services in Britain
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In the UK, the mobile phone operators have regulated new safeguards in order to keep a check on the premium rate phone subscription services marketed by content providers, especially in selling the Crazy Frog-themed ringtones preferred by the youth in Britain’s mobile phone download market. These safeguard measures have been taken in response to the growing complaints from consumers who entertained advertisements thinking they are offering free subscription services, but in turn had to pay a hefty amount in availing those services for their mobile phones.
The Independent Committee for the Supervision of Standards of Telephone Information Services (ICSTIS) received more than 100 complaints from consumers who unknowingly bought the Crazy Frog-themed ringtones for 3 pounds and were shocked to find a big mobile bill at the end of the month, showing that they had signed up for a music downloads’ subscription service costing them 3 pounds a week. This raised the issue of introducing defensive measures as against these corrupt practices.
George Kidd, ICSTIS Director, further adds that there is an immediate need to take measures to prevent consumers from getting victimised from such forged advertisements. Teenagers are more akin to fall victims of such false advertising who are more concerned with making utmost downloads of ringtones, ignoring the conditions attached to these services attached. Mobile operators such as O2, Orange, T-Mobile and Vodafone have already implemented safeguard measures to control these ongoing activities. A few of them include giving full details of services charges applicable as well as billing frequency should be properly shown or provided in any form of advertising for one to subscribe for. The TV adverts are required to display this as a permanent message during the entire advert and must be accompanied with a voiceover. The font size of the message displayed should be such that it is visible by the viewers easily. Before any user subscribes for a text service, he should be provided with a free reply text message on his mobile phone to confirm his subscription services by the mobile content provider. There should be an additional helpline number provided to the user for free in the text message. After the user joins the subscription service, he should be sent a message telling him the method through which he can also unsubscribe the service, if at any time he feels unsatisfied with the services. Service operators are advised to run a website through which they can dictate the terms and conditions associated with availing of their subscription services.
The ICSTIS has advocated a prior-permission requirement for users is they wish to avail open-ended services at a cost of more than 20 pounds. Only if the service providers prove that their services and advertisements solely comply with the standards set by the ICSTIS, the latter will grant them the permission to go ahead with their services. Besides, it has issued a service provider expectation statement, which clarifies the way service providers should implement the Code of Practice with regard to their mobile subscription marketing services.
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