Vision and Scope


MEF engages stakeholders across the industry at a local & international level, to shape regulation & raise awareness of its effective implementation with the aim of protecting revenues & ensuring a positive consumer experience. This ongoing activity looks at the development of new and existing regulations affecting the market for mobile content and commerce.

With proactive relationships with many regulatory bodies in key markets MEF holds a unique position to lobby on the mobile industry’s behalf, helping to shape upcoming regulation to make sure it achieves its aim of protecting consumers with our member’s business interests in mind.

As a truly global member network we can act as a trusted advisor to regulators worldwide, bringing knowledge and experience of issues that have been effectively resolved in a specific market to other regions.

MEF Policy & Regulation achievements include:

  • Developed and launched a landmark Unified Code for VAS in Brazil, fully supported by government regulator Anatel
  • Established the EMEA Regulatory Committee to discuss the effective implementation of policy codes
  • Completed a regulatory tour of Asia, covering Singapore, Malaysia, Indonesia and India, to meet with the industry and regional regulators to provide thought leadership, foster collaboration and create an environment conducive to continual industry growth
  • Launched the first ever interactive resource for sweepstakes promotions in the US
  • Launched the first ever practical guide to the AVMS Directive for the mobile entertainment industry.
  • Co-produced a European Framework for Safer Mobile Use by Younger Teenagers and Children
  • Was mentioned in the Ayre report on TV broadcasters’ use of premium rate telephone services in programmes as a body developing is its own voluntary ‘framework’ for good practice in participation TV services in the UK.

VAS Code Of Practice Downloads

  • MEF Code Of Practice – English
  • Penalties Addendum – English
  • Code Of Practice – Portuguese
  • Penalties Addendum – Portuguese
  • Code Of Practice – Spanish
  • Penalties Addendum – Spanish

Get Involved


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MEF MinuteLatest About Regulation

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Fitbug : GDPR and keeping the future of privacy healthy

| Featured Post, Guest blog, Opinion, Privacy, Regulation | No Comments

At MEF’s Consumer Trust Summit in London much of the discussion focussed on the forthcoming General Data Protection Regulation (GDPR) which is set to change the rules around how personal data is collected and used. Anna Gudmundson, CEO of Fitbug and Consumer Trust Summit panelist, shares her thoughts on how the regulation will impact the health sector and how data-centric companies may need to radically re-think their policies on personal data…

The Mobile Ecosystem Forum held its seventh Consumer Trust Summit in London last week. I had the privilege of joining representatives from companies from across the ecosystem to talk about the future of data, with a particular focus on the new data protection act rolling out across Europe in May 2018.

Individuality concept

Industry Views: regulation and the personal data economy

| Featured Post, Industry Views, Personal Data Ecocnomy, Privacy, Regulation | No Comments

No one disputes the TV, PC, Internet and mobile changed consumer lives. Every year, analysts share their predictions for the “next 10 big things” set to disrupt our world – from AI and AR to driverless cars to blockchain. But what can now really achieve mass-adoption and change consumer lives?

In 2016 much attention has been given to the Personal Data Economy – from Governments and regulators, to enterprises and developers all see the potential and the benefits.

Here we’ve collected the thoughts of some of the MEF members that are active in the debate.

Data regulation in Brazil: a beginner’s guide

| Featured Post, Privacy, Regulation | No Comments

Data collection is a potential minefield for businesses looking to collect or monetise user’s data. MEF Policy & Initiatives Advisor Simon Bates shares the key take-aways from the latest edition of our regional guides for businesses and the regulatory issues around data collection, this time looking at Brazil.

Once again the eyes of the world are on Brazil as Rio hosts the Olympics. But the global business community hardly needed reminding of what the country has to offer: a rapidly growing middle class has created a tech-savvy consumer base that offers big opportunities for the mobile ecosystem

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Data regulation in the UK and Germany: a beginner’s guide

| Featured Post, Regulation | No Comments

Data collection is a potential minefield for businesses looking to collect or monetise user’s data. MEF Policy & Initiatives Advisor Simon Bates shares the key take aways from a new series of regional guides for businesses, and the regulatory issues around data collection.