The Australian Communications Authority (ACA) has issued rules for mobile premium services, primarily prohibiting phone companies and content providers from supplying content that is rated X18+ to protect consumers, especially children.
The rules would cover SMS and MMS services accessed through "˜19' numbers, and premium services available through mobile carrier portals.
"Phone companies and the companies providing the content for these services will have to abide by these rules," said ACA acting chairman Dr Bob Horton.
The rules have made it illegal to provide content via premium mobile services that is rated X18+ or is refused classification, and introduced restricted access to content that is rated MA15+ and R18+, which would have to be delivered under numbers starting with "˜195' or "˜196' to make it recognisable to users.
Dr Horton said phone companies and companies providing content would develop a Premium Mobile Services Industry Scheme to go with the ACA rules. This would ensure that consumers were provided with clear and accurate information about the cost, terms and conditions of a service at the time it is advertised and when it is being used.
"In addition, the scheme will include an unsubscribe command, such as "˜stop', that consumers can use to cancel any subscription messaging service," he said.
An independent body would be set up under the scheme for complaints that "consumers have not been able to resolve with their phone company or the provider of the content".
Procedures to prevent minors from accessing age restricted content would also be implemented as part of the new rules, and the ACA will have the power to remove content or services causing serious harm to consumers, particularly children.
The ACA defines mobile premium services as content via SMS, MMS or 'walled garden' mobile portals, with the cost of the content added to customer's phone bills.
Examples of such content include sports scores, audio and video music clips and sports highlights, mobile ring tones, mobile wallpaper, games and other downloads, age-restricted content and chat rooms.
The rules were issued on 29 June 2005. The ACA will operate as part of the Australian Communications and Media Authority (ACMA), a merger of the ACA and the Australian Broadcasting Authority (ABA) after 1 July 2005.
