Premium Rate SMS & Mobile Marketing Solutions

Call Us On 01386 791880
Ask A Question
Check Your Keywords Availability
Powered by FastSMS

UK Regulations and Industry Bodies

If you don't find theinformation you need below call us on 01386 791880 or send an enquiry.

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; Orange; T-Mobile; O2; Virgin; 3.


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 website.

Committee 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.

Direct 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.

Financial 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 their website.

Phone Pay Plus website

Information Commissioner

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 role.

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 and processed.

Information Commissioner's website
Data 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 bodies.

In addition, the MDA runs, 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.

Mobile Data Association website
Code 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.

Mobile 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.

OFTEL website.

If you didn't find theinformation you need above call us on 01386 791880 or send an enquiry.

Powered by NetSecrets