Ringtone advertising raises consumer protests worldwide

June 2005

Telecommunications, Internet

Mobile phone ringtones have prompted complaints to Trading Standards Offices and the Advertising Standards Authority in the UK. Often subscribers think they are paying a one-off or a ringtone only to find themselves (or if children, their parents) locked into a contract for a weekly payment. Jamster, one of the accused companies, has been the target of four complaints upheld by the Advertising Standards Authority (ASA). The ASA ruled that the small print racing across the bottom of the television screen during an advert for a Crazy Frog ringtone and mobile phone wallpaper was not prominent enough. In the US where Jamster is advertised on MTV and Nickleodeon, a San Diego parent has brought a lawsuit against a number of ringtone service providers alleging that their advertising was misleading and unclear.

See: http://new.edp24.co.uk/content/news/story.aspx?brand=EDPOnline&category=News&tBrand=edponline&tCategory=news&itemid=NOED27%20Apr%202005%2019%3A06%3A47%3A337and http://www.smh.com.au/news/Technology/Ringtones-play-out-in-a-50m-market/2005/05/18/1116361617683.html?oneclick=true andhttp://news.com.com/Teens+dialing+up+ring+tone+trouble/2100-1039_3-5692489.html

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