UK Mobile Service Crackdown

UK mobile operators fed up with the operators such as Jamster are imposing greater regulation on mobile content services.

The new regulations force a new layer of transparency on all companies running mobile subscriptions and marketing.

All messages coming from a shortcode must start with 'free msg'.

There will also be prescriptive wording for all advertising and messages describing what consumers have joined and how to opt out. TV ads (like the Crazy Frog) will have to carry wording next to the shortcode in at least 50% of the shortcode font or 30pixels.

Finally, WAP Push messages are being regulated for the first time. Opt out instructions must now be at the top of every message.

The services currently offered are believed to be damaging to the reputation of the industry. ICSTIS is investigating Crazy Frog promoter Jamster, which could also see service provider Mblox fined 100,000 UKP and barred from operating.