iamai_logo1In answer to TRAI’s directives to offer mobile subscribers more control over their VAS subscriptions, some providers of VAS belonging to IAMAI, the industry body of ISPs and telecom firms, have set up a code of conduct as a self-regulatory measure.

The following companies that have agreed to adopt the code: ACL WirelessActiveMedia TechCanvasMBuongiornoOnMobile Globali2i telesourceIndiatimes.comMaujMypopkornNetxCellSaharanext and Webaroo

According to the code of conduct:

-All members would abide by the DND (Do Not Disturb) norms set by TRAI.
-All push-based promotional services to be transmitted between 8 am and 9 pm only. 
-Advise of charge must be clearly intimated to the user very transparently prior to billing/service offering. SMSes to specify “Premium Rates Apply” wherever applicable. 
-All members to provide for customer redressal in case of third party/ off deck independent services. 
-All members to provide for simple opt-out mechanism to customers. (ED:This would be similar to Airtel’s new Start/Stop service)
Delivery to Operators as per commitment (Quantity and Quality).
-Adherence to and respect for Intellectual Property Rights as per current laws in India.

A code of conduct is, well, a set of guidelines. This is not dissimilar to the rules specified by the TRAI (some of them specified here), and we have reported on instances of a lack of adherence to those. Does the IAMAI have the power to take punitive action, when the TRAI hasn’t yet done much? We doubt it.

We invite our readers to give their opinion on these guidelines and add to the list what you think is necessary in establishing a healthy ecosystem. IAMAI has also asked telecom operators to reciprocate by adopting a similar code towards Mobile VAS firms.


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