The South African Wireless Application Service Providers’ Association (WASPA www.waspa.org.za) has followed their recent successful introduction of the WASPA Code of Conduct in September last year, with the introduction of the WASPA Advertising Rules.

All WASPS and their clients have been compelled to comply with these Advertising Rules since 1 January 2006. The rules are media specific and illustrate clearly how a service to a mobile consumer needs to be advertised. For example, on television if a premium rate SMS service is advertised then the price paid to purchase content or enter a competition must be shown on screen for a minimum time period and be of a minimum size.

The media covered in the Rules include TV, cinema, radio, newspaper, magazines, content booklets, outdoor, below-the-line promotions, web sites, email ads and SMS/MMS ads. TV viewers will already notice clear pricing being displayed in adverts flighted by WASPs, as well as moderation of adult-type adverts during TV watershed hours.

Any WASP or WASP client contravening these rules will fall foul of the WASPA Code of Conduct and will be subjected to the complaints procedure administered by the independent Adjudicator potentially resulting in a fine.

This further proactive initiative from the WASP association will provide comfort to consumers of mobile services particularly since this market is developing at a rapid pace.