04 Don’t Abuse the Mobile Media.

The mobile phone has a built-in payment mechanism via the mobile network operators. Do not abuse this with unethical behaviour by using premium number services that are costly to consumers or by selling subscription services without clearly expressing and alerting consumers. This holds for adult consumers and even more so for children. Do not target consumers without having an explicit double opt-in from them. Everything else is pure spam which will severely harm our industry.

Examples of unethical behaviour:

• To drive revenues by asking consumers to unnecessarily reply to mobile marketing campaigns via SMS, possibly even to a premium short code.
• To lure consumers participating in campaigns with unsuspicious and innocent messages into adult content services with costs.

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