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.

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MEF MinuteLatest About Regulation

General Data Protection Regulation – rather an evolution than revolution

| Regulation | No Comments

Tim Maiorino, Counsel of Osborne Clarke shed further light on how businesses can best prepare for the impending GDPR legislation, and offers some practical steps that should be undertaken to facilitate compliance.

The newest EU legislation on data protection is the General Data Protection Regulation (GDPR) which will be enforceable from May 26th 2018. It will bring several important changes, altering the requirements of data protection law in the European Union.

Self Regulating the Brazilian VAS Environment

| Featured Post, Regulation, VAS | No Comments

Rafael Pellon, MEF LatAm advisor and partner at Focaccia, Amaral, Salvia, Pellon & Lamonica Advogados, here explores the latest iteration of the MEF Value Added Services (VAS) Code of Practice for Brazil, now in its recently launched third edition, and examines why it is more important than ever for the health of the market.

Since 2010, the Brazilian VAS Industry has been strongly relying on MEF’s Code of Practice to tackle industry’s biggest issues and keep fraudsters out of it.

MEF launches latest code of conduct for Value Added Services to advance the Brazilian mobile industry

| Featured Post, Regulation | One Comment

30th August 2017 São Paulo and London – Mobile Ecosystem Forum today launches version 3.0 of its Code of Practice for Value-Added Services in Brazil. The Code looks at how to communicate transparently with consumers in order to reduce fraudulent practices in the market.

Part of MEF’s VAS Regulation Initiative that launched in 2010 to enable the growth and sustainability of the mobile industry, the self-regulatory code is recognised by the Brazilian Telecom Authority (ANATEL) and all Mobile Network Operators as well as local and international content providers. 30 companies have signed up to Version 3.0 of the Code.

Top mobile marketing tips: Say hello to the savvy consumer

| Featured Post, Privacy, Regulation | One Comment

With just 6% of consumers happy to share their personal information MEF CEO Rimma Perelmuter looks at the impact of trust on businesses serving the mobile audience. MEF’s Consumer Trust report 2016 identified the rise of the Reluctant Sharer. Just 6% of consumers said they were always happy to share their personal information. 41% said they did not want to share data but felt compelled to do so if they wanted to use the app or service.

The ‘reluctance’ was not good for business and manifested itself in a lack of trust which prevented consumers from buying, downloading and doing more with their mobile.