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Case reference 814753
Summary
PhonepayPlus received 67 complaints between March 2009 and December 2009 in relation the services operating on shortcodes 89069 and 88011. The services were WAP pay-per-page services operated by Blue Stream Mobile Limited (the Information Provider) and promoted by way of promotional WAP links sent directly to consumers’ mobile phones. Examples of promotional WAP links as provided by the Information Provider were as follows: “PARIS DOWN N DIRTY!”; “DIRTY MOVIE ARCHIVE!”; “HUNKS IN UNIFORM!”; “Phwoar!”; “OLSEN twins SHOCK VID” and “FREE TOP MOBILE GAME”.
All of the above promotional text message examples contained a link (consistently reported as http://wap.mobile365.nettadulcsdefault.wnl). If consumers chose to ‘push’ the links received, they were taken to a WAP landing page where they could choose to browse and download pictures and videos of an adult nature. Upon leaving the site, their viewing charges were sent to their phones by reverse-billed text message from the service shortcodes.
PhonepayPlus established that pages which were clicked and viewed varied in price between £3 and £6 and each page contained multiple items/thumbnails of material (some of which were videos). The cost of viewing a page was applied to the consumer whether or not they had chosen to view the content by clicking on any of the thumbnails within that page. As such, the consumer was charged the same amount for simply browsing a page, regardless of whether the consumer decided to view the content.
Consumers stated that the service pricing had not been clear and, as such, they felt misled by the service mechanics (i.e. being charged large sums for just browsing the sites without always downloading content).
The Executive was of the opinion that the services may have contravened the PhonepayPlus Code of Practice (11th Edition Amended April 2008) (‘the Code’), and raised the following potential breach under the Code of Practice:
- Paragraph 5.4.1a - Fairness (Misleading)
The Tribunal upheld the breach raised. The revenue generated by the service fell within the mid range of Band 4 (£50,000-£100,000). The Tribunal considered the breaches to be moderate, issued a Formal Reprimand and imposed a fine of £7,500. The Tribunal ordered that the Information Provider remedy the breach by seeking compliance advice in relation to this service and its promotion within two weeks of the date of publication of this adjudication, such advice to be implemented to the satisfaction of the Executive within two weeks of receipt.
Administrative Costs awarded: 100% |