The Wireless Application Service Providers` Association (WASPA) has introduced the WASPA Advertising Rules, as an addendum to the WASPA Code of Conduct that was introduced in September last year.
Those who fail to comply with the rules could face stiff penalties.
WASPA chairman Leon Perlman says WASPs and their clients have been compelled to comply with the new rules, which govern mobile content and advertising of such content, since 1 January.
"We found that the existing rules were too general to cover mobile content advertising across the various media platforms," he states.
The rules, he explains, are media-specific and illustrate clearly how a service to a mobile consumer needs to be advertised. Eleven media platforms are covered by the rules. These include TV, cinema, radio, newspaper, magazines, content booklets, outdoor, below-the-line promotions, Web sites, e-mail ads and SMS/MMS ads.
"TV viewers will already notice clear pricing being displayed in adverts flighted by WASPs," Perlman says.
He adds that specific, as well as general, guidelines have been established for issues surrounding the advertising of certain types of content, terms and conditions, and distribution.
"For example, on television if a premium-rate SMS service is advertised then the price paid to purchase content or enter a competition must be shown on screen for a minimum time period and be of a minimum size," he says.
The advertising of adult mobile content on TV, says Perlman, which has been causing much controversy, has been restricted to "watershed" broadcasting hours, and cannot be more explicit than the programmes during which it is shown.
Since the inception of the WASPA Code of Conduct, and the subsequent advertising rules, Perlman claims most complaints received by WASPA have been around unclear pricing of advertised content and spam.
At this stage, he says, spam or commercial messages that originate from outside of SA is difficult to control, as it falls outside of WASPA`s jurisdiction.
"But we are working on this, and should have a solution in the near future."
Any WASP or WASP client contravening these rules will fall foul of the WASPA Code of Conduct and will be subjected to the complaints procedure administered by the independent adjudicator, Perlman points out. Contraventions, he says, could potentially result in a fine, suspension or expulsion from WASPA.
WASPs or their clients, who operate through any of SA`s three cellular service providers, are required to adhere to the code of conduct.
According to the WASPA Web site, since November last year, 150 complaints have been received by the body, and 20 have been closed off, some resulting in fines of up to R25 000 or suspensions from WASPA.
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