Programme Overview

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.

VAS Code of Conduct Downloads

MEF Code Of Conduct v3.0 – Portuguese
Penalties Addendum – Portuguese
MEF Code Of Conduct v3.0 – English
Penalties Addendum – English

Programme Objectives

The programme focuses on a variety of regulation in value-added services. The programme aims to:

  • Amplify relevance of the code having all stakeholders engaged (content providers, aggregators, integrators, MNOs, regulatory agency and the government)
  • Create a platform to discuss better practices, updating/creating new guidelines for the VAS services
  • Development of a Monitoring and Certification Scheme

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.

Get Involved

To find out more about MEF’s  VAS Regulation Initiative, please leave your details

MEF MinuteLatest About Regulation

MEF Briefing – Combating Robocalling with STIR/SHAKEN

| Enterprise Communications, Featured Post, Regulation | No Comments
Both the US Government’s House of Representatives and the Senate recently approved respective dedicated anti-robocalling measures which if signed into law will make it easier for tougher penalties to be imposed on illegal robocallers and fraudsters. It will also demand carriers deploy call authentication technology at a much faster rate.

iconectiv: Fighting Fraud in USA – STIR SHAKEN, Short Codes & Portability

| Enterprise Communications, Featured Post, Fireside Chat, Regulation | No Comments
MEF CEO Dario Betti speaks to Chris Drake, CTO of communications infrastructure specialist iconectiv about the USA communications market and how it is responding to the growing threat of telecoms fraud. Chris explains how the US regulator, the FCC, has reacted to robocalls with STIR / SHAKEN , where iconectiv…

Brazilian Data Privacy Law is updated after latest Congress round of negotiations

| Personal Data, Regulation | No Comments
Rafael Pellon, MEF LatAm advisor and Technology, Media & IP Law specialist Nathalia Santos share an update on the latest developments in Brazilian data privacy regulation, and the recently approved Brazilian Data Protection Law. After much discussions and negotiations on Congress, the Brazilian Data Protection Law (“LGPD”) was finally approved…

MEF webinar: payments inside RCS

| Enterprise Communications, Featured Post, MEF Webinars, Regulation | No Comments
Do we need to have a conversation about RCS conversational commerce? Yes we do. And MEF is taking the lead. Following the publication of a white paper on the topic, MEF convened a webinar in which three experts explored rich messaging and payment buttons. The future of RCS is still…