News
MEF cautions mobile content biz
Stuart O'Brien Sep 2 2008, 1:30pm
Industry body says UK content providers need to wise up in order to comply with new regulations.
The Mobile Entertainment Forum has told the mobile content industry that it needs to sharpen its act if it's to avoid falling foul of new UK regulations.
Writing in ME, the MEF's policy and initiatives director Suhail Bhat has told content providers they need to be on their toes regarding compliance with rules from the Office of Fair Trading and the European Commission that came into effect this summer.
In particular Bhat cites a general ban on ‘unfair commercial practices’ among a blacklist of 31 outlawed practices.
The MEF has already circulated a members’ briefing note, prepared by law firm Denton Wilde Sapte, summarising the key elements.
Bhat said: "In serious cases, falling foul of this legislation could lead to criminal proceedings, including unlimited fines and up to two years’ imprisonment for company directors."
One outlawed practice, number 28, prohibits advertising to children or "a direct exhortation to children to buy advertised products or persuade their parents or other adults to buy advertised products for them", something the MEF says the industry needs to be particularly wary of.
You can read Bhat's full take on the issue by clicking here.
