MEF comments on Phonepay Plus initiative

Rating: MEF raises questions over the definition of a premium rate service (PRS)

The MEF has drawn attention to the definition of a premium rate service (PRS) in a recent PhonepayPlus (PpP) consultative document and is calling for increased clarity. The organisation has also launched its own Regulatory Information Service Centre (RISC) service.

Within the scope of  the PpP’s latest announcement is the distribution of regulatory responsibility right along the value chain to including content businesses that market directly to consumers.

This is great news because up until now, as a regulator PpP has only been able to pursue the aggregator rather than targeting companies which are directly responsible for causing consumer complaints.

The MEF’s policy & initiatives director, Suhail Bhat, said, “We welcome the fresh approach taken by PhonepayPlus with a focus on future proofing and a recognition that the mobile industry is constantly evolving.

However, there remain unanswered questions such as the definition of a premium rate service. In a world where content and services can be accessed and purchased on multiple devices, convergence is an increasingly disruptive force on legal definitions.”

The PpP’s latest ‘Code consultation’ can be found here. The consultation closes on 8 July 2010 and MEF is hosting two events to gain maximum industry input and feedback for the regulators.

The UK isn’t alone in struggling with government regulation of the mobile content sector. Hence it has built the RSC service.

“To assist our members navigate the complexities of global regulation and the numerous Codes that impact their business strategies and bottom line, MEF has launched RISC,” Rimma Perelumuter, MEF’s executive director, explained.

“RISC includes the latest on the UK situation and currently covers 24 other countries. This online archive will provide a one-stop solution for information on the regulations applicable at a local, regional and international level.”

More details on RISC can be found here.