Brrr-ringing mobile phone ads into line

28 July 2005

As the mobile phone industry grows, so too have the number of complaints to the ASA surrounding ads for associated products and services.

Mobile phone subscription services for wallpaper and ringtones have come under fire in particular for irresponsible advertising to children. A recent example of a campaign that contravened the rules is an ad selling ringtones and wallpaper run by Red Circle Technologies.

The ad, which appeared in the Daily Mirror's television listings supplement, included photographs of topless women and semi-naked men.

These pictures, said complainants, were not suitable for a publication that could be read by children. Despite the advertiser's insistence that the ad did not target children, the ASA agreed that young people were likely to read the supplement, especially because a cover story invited them to meet new characters from a popular kid's programme.

Mobile phone subscription services have also provoked complaints due to advertising that has misled children. A common criticism is that ads do not make pricing information clear enough, resulting in young people unwittingly signing up to ongoing charges as part of a subscription package.

This happend in the case of an ad for TXT UK published in teenage girl's magazine Shout. A complainant's 12 year old daughter was tempted by the headline "2 Tones 75p each" but did not read the small print explaining the ad was for a subscription service.

Ads for Jamster's Crazy Frog subscription service were deemed to be similarly misleading by over 20 members of the public who complained to the ASA. In both cases, the ASA ordered advertisers to amend their campaigns.

The ASA has embarked on a drive to hit home the importance of adhering to the advertising codes to advertisers in this industry. It has written to companies offering subscription services for mobile phones and advised them to contact the CAP Copy Advice team for guidance. Advertisers need to be particularly explicit when advertising to children who often do not read the small print. But consumers too can avoid being misled by advertising by ensuring they always check the terms and conditions of any offer. Live issue - Ringing up a bill with your ringtones?