ACMA Takes Hard Line With Adult Helpline

The Australian Communications and Media Authority has given content supplier Omnicall Australia Pty Ltd a formal direction to comply with the Mobile Premium Services Code after it failed to clearly and legibly state a helpline in its advertising, as required under the code.

The Australian Communications and Media Authority has given content supplier Omnicall Australia Pty Ltd a formal direction to comply with the Mobile Premium Services Code after it failed to clearly and legibly state a helpline in its advertising, as required under the code.

The ACMA issued the direction following an investigation into an advertisement for Omnicall’s premium SMS adult chat service, Talk Nasty to Her.

‘The helpline is a critical first point of call for customers experiencing problems with their mobile premium service—including how to unsubscribe—and should be clearly displayed in all visual advertising,’ said ACMA Chairman, Chris Chapman. ‘Mobile premium content suppliers are on notice that the ACMA is serious about addressing misconduct by providers who fail to provide their customers with sufficient information about their services,’ Mr Chapman added.

This formal direction is the latest action taken by the ACMA against a provider of a mobile premium service for breaching industry rules introduced in July 2009.

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