New code will include registration scheme to expose 'rogue providers'.
The UK regulator says it's built a new code from the ground up, based on the outcomes that consumers expect when they purchase a service, such as transparency, fairness and a simple process when they encounter a problem.
It says simply-stated rules will give clearer, shorter direction to premium rate providers. This makes for regulation that is 'flexible and adaptable'.
There are two significant changes to the current regulatory regime proposed in the new code:
* It shifts responsibility for compliance in the PRS value chain, while emphasising the due diligence and risk assessment duties of other businesses who help deliver the service to consumers; and
* An industry Registration Scheme that requires all networks and providers involved in PRS to register their companies and services with PhonepayPlus before they can do business in the UK.
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Of course, it's all about enforcement. And PhonePayPlus says it can go after any company that provides a service where there was a breach of consumer protection rules or against a network that failed to do proper due diligence and risk assessment on a service that was harming consumers.
PhonepayPlus is now seeking responses to its proposals from both consumers and industry stakeholders in a 10-week consultation period.
Paul Whiteing, PhonepayPlus' CEO, said: "We want an industry that puts consumers first and we believe a Code that focuses on outcomes helps to secure that and, as a
consequence, a better market for all.
"It also allows industry to decide how best to achieve compliance with the Code while ensuring regulation is flexible and nimble enough to meet the demands of a rapidly-changing market."
To read the new Code consultation document, click here.
