UK Regulations and Industry Bodies
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Your responsibilities are covered by the terms and conditions
of your account with FASTMMS. You should pay particular attention
to the regulations if you are considering services which target
or may appeal to children, or 'adult' services. Please note that
you may only run adult services on adult shortcodes.
UK network operator websites are: Vodafone;
The Advertising Standards Authority (ASA) supervises advertisements,
sales promotions and direct marketing in the UK. Independent of
the government and the advertising industry, the ASA ensures that
advertisements are legal, decent, honest and truthful. The ASA
is responsible for all non-broadcast advertising. This includes
newspapers, magazines, posters, direct mail, cinemas, sales promotions,
Internet advertising, SMS text messages and other electronic media.
The ASA is responsible for administering the British Code of
Advertising, Sales Promotion and Direct Marketing (the CAP Code)
that is written and enforced by the Committee of Advertising Practice
(CAP). The CAP Copy Advice team gives free and confidential advice
to marketers, their agencies, the media and others on the likely
conformity with the Code of Marketing Communications before they
are published or distributed. For more information visit the CAP
of Advertising Practice (CAP) website
Advertising Standards Authority website
The Direct Marketing Association (DMA) is the UK's largest trade
association in the marketing communications sector, with almost
900 corporate members. The DMA's mission is to maximise value
for members, whilst maintaining and enhancing consumer trust and
confidence in the direct marketing industry. It is the leading
organisation supporting the UK's direct marketing industry (including
direct mail, telemarketing, email marketing, SMS text messaging
and e-commerce), encouraging best practice and self-regulation
through its Codes of Practice.
Marketing Association website
The Financial Services Authority* (FSA) is an independent body
that regulates the financial services industry in the UK. The
FSA publishes the Electronic Money ("E-money") Directive,
which includes essential regulatory information for any organisation
that plans to implement Vodafone m-pay or similar services. To
view the Directive online go to the FSA website (see link below).
The Vodafone m-pay service is operated by Vodafone Limited and
Vodafone Mobile Commerce Limited. These two companies have been
issued with Small e-money Issuer Certificates by the Financial
Services Authority, which authorises them to issue e-money. Neither
company is regulated by the Financial Services Authority.
*General information about financial services is available from
the Financial Services Authority (FSA). The FSA is an independent
watchdog set up by the government to regulate services and protect
your rights. It provides free and independent information about
financial matters on its website.
Services Authority website
Phone Pay Plus (ICSTIS)
The Independent Committee for the Supervision of Standards of
Telephone Information Services (ICSTIS) is the industry-funded
regulatory body for premium rate telecommunications services.
This includes all telephone services starting with 090, international
adult entertainment telephone services, Directory Enquiry services,
SMS text services charged at premium rate and information services
on mobile telephone short codes.
ICSTIS publishes a Code of Practice that can be downloaded from
Pay Plus website
The Information Commissioner is responsible for the promotion
and enforcement of both the Data Protection Act 1998 and the Freedom
of Information Act 2000. The Commissioner is independent of Government,
reports directly to Parliament and has both a national and international
The Data Protection Act 1998 sets rules for processing all personal
information held on computers as well as some information held
on paper records. It gives individuals certain rights concerning
their personal data and defines the ways that data should be held
Protection Act 1998
The Mobile Data Association (MDA), which was established in 1994,
promotes mobile and wireless data services as effective solutions
for businesses. It also supports its members by providing press
information and by maintaining an informal dialogue with regulatory
In addition, the MDA runs www.text.it, a web site that is dedicated
to all aspects of text messaging in the UK. The site contains
a Code of Practice for Service Delivery of Short Codes, developed
in association with Vodafone and the UK's other mobile phone networks.
The Code of Practice sets out important information about the
short codes that are available for different services, with the
structure of the codes conveying information to consumers about
the price and nature of the services in a way similar to premium
rate telephone numbers.
Data Association website
of Practice for Service Delivery of Short Codes
The Mobile Marketing Association (MMA) is an international industry
association for companies involved in mobile marketing. The MMA
represents the interests of agencies, marketers, media owners,
mobile device manufacturers, operators, software providers, service
providers and any other organisations that develop or promote
marketing via mobile devices. It aims to encourage growth in the
wireless marketing industry by establishing a well-observed voluntary
code, standards and best practices.
Marketing Association website
Oftel, the Office of Telecommunications, is the regulator for
the UK telecommunications industry. It is responsible for developing
government policies on telecommunications and for making sure
that telecommunications companies meet their legal obligations.
It also offers useful consumer and industry information, including
research and regular publications.
Oftel will become part of the new Office of Communications (Ofcom)
when this new regulatory body becomes operational. Ofcom will
merge the functions of the Independent Television Commission (ITC),
the Broadcasting Standards Commission (BSC), the Office of Telecommunications
(Oftel) and the Radio Authority.
If you didn't find theinformation you need above call us on 01386
791880 or send