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| WASPs keep content providers in line |
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| BY DAMARIA SENNE, ITWEB SENIOR JOURNALIST |
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[Johannesburg, 29 September 2005] -
Last week the Wireless Application Service Providers Association (WASPA) sanctioned Integrat on a number of counts, including misleading advertising of subscription services by content provider Peach Mobile. Integrat provides the connectivity for Peach.The complaint was lodged by Exactmobile director Davin Mole in response to a print advert that offered mobile content for sale. When consumers downloaded it they were unwittingly also subscribed to a service.Mole recently lodged a similar complaint against the iTouch Jippii ringtone advertisements. The Advertising Standards Authority ruled that the advert was misleading and should be withdrawn.In the latest case, Integrat was given a R50 000 suspended sentence and was instructed not to infringe upon the WASPA code of conduct in the next 12 months. However, the ruling also recognised that neither the code nor the ruling binds information provider Peach Mobile, as it is not a member of the association.The ruling therefore upheld the terms of clause 3.9, which provides that WASPA members must ensure services of the information providers they contract with do not contravene the code of conduct.The clause also states the member must suspend or terminate the services of any information provider that contravenes the code.Mole is, however, concerned by the fact that “customers who were duped into subscribing to the service have not been unsubscribed, which means Peach Mobile and Integrat are still making money off advertising which has now been ruled misleading”.He says all wireless application service providers who have breached the code of conduct rules should unsubscribe users and allow them to re-subscribe if they so choose.Mole says major consumer publications should also familiarise themselves with the WASPA code of conduct to prevent advertisers from running misleading ads."It is irresponsible for a popular publication to ignore the abuse of its readers, caused by hidden subscription services, in the pursuit of short-term advertising revenues. If it does, it effectively becomes the instrument for the abuse against the consumer,” he says.Integrat is preparing a media response.Related stories:
Integrat offers SMS translator
SA mobility under the spotlight
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