Waspa strengthens ad rules

Johannesburg, 03 Nov 2008

The Wireless Application Providers' Association (Waspa) is tightening rules within its code of conduct to ensure its members are fair to consumers.

The new rules will give strict instructions to members on how to format advertisements and inform consumers of specific services.

"Waspa believes ethical behaviour by Wasps, service providers providing mobile applications and content, is in the interests of consumers and the industry alike,” says Waspa chairman Leon Perlman.

“Our rules seek to protect consumers from misleading and objectionable advertising content from Wasps so they can have confidence in marketing messages from our members."

A statement from the body says it is making two important changes to its advertising rules. These include introducing a new standard format for all Wasp ads on television, with an emphasis on ensuring all mandatory information is present and easy to read on televisions of all sizes. Secondly, adding strict requirements for monthly reminder SMSes that Wasps must send to all of their subscribers.

A matter of law

“Members need to comply with the Waspa code of conduct which clearly states how members can advertise and how the members must advise the users of the terms of their services. As the market changes, so the code of conduct changes to cater for this,” says Gavin Penkin, Waspa director of portal and entertainment business.

Pieter Streicher, MD of BulkSMS.com, says without a body like Waspa, the government could impose restrictions that could impact on the industry. “Waspa allows us to demonstrate to government that the South African mobile messaging industry can act on, and resolve, consumer complaints.”

Penkin says above all else, the country's laws should be upheld. “Our code of conduct clearly states that members must obey the laws of the Republic.”

Since 2005, the fines for breaching the Waspa code of conduct totalled R1.6 million; R560 000 worth of fines was issued in January 2008 alone.