Leading Operators Join Forces to Tackle Mobile Spam
15 February 2006
15 mobile operators sign up to GSMA code of practice on spam
15th February 2006 - Barcelona - The GSM Association (GSMA) has brought together 15 of the world's leading mobile phone operators to sign a code of practice committing them to work together to minimize spam sent via text and picture messages.
Bharti, Cingular Wireless, Hutchison 3 Group, Hutchison Telecommunications International, mobinil, O2, Orange, SFR, Telefonica, Telenor, TeliaSonera, T-Mobile, Turkcell, VimpelCom and Vodafone have adopted the code of practice, which is designed to protect the secure and trusted environment enjoyed by mobile services. Together, these operators have more than 500 million customers in more than 50 countries across all regions of the world.
Overseen by the GSMA, the code commits the operators to work together to investigate cases of mobile spam transmitted across mobile networks and take action where appropriate. Through the code, the operators plan to introduce anti-spam conditions into all new contracts with third party suppliers, enabling them to suspend or terminate the mobile contracts of spammers.
"Although mobile spam is a relatively small problem compared with spam on fixed networks, unsolicited text or picture messages can exploit and offend mobile users," said Rob Conway, the GSMA's CEO and member of the Board. "The widespread adoption of this code of practice will minimize these messages and reinforce the mobile industry's reputation for providing secure and trusted services."
Spam messages that travel across networks or internationally are typically harder to combat than spam that remains within one mobile network. By sharing information, mobile operators will be better able to track the source of spam and take steps to tackle it.
"The GSMA's code of practice and its emphasis on collective action gives mobile operators a valuable framework to deal with mobile spam," said Frank Esser, CEO of SFR. "Operators need to work together to identify unsolicited messages travelling across networks and prevent spam from reaching our customers."
Among the many provisions in the code is a commitment by operators to monitor networks for signs of spam and to provide mobile users with an easy means to report unsolicited messages. The operators will also offer customers an obvious, clear and efficient means to opt-out of receiving SMS or MMS marketing communications.
"Mobile is a new media and the most effective direct marketing tool for many brands," said Muzaffer Akpinar, CEO of Turkcell. "However, the real marketing value here depends on the relevance of communicated messages and the level of control applied in filtering spam as we need to maintain the necessary customer approvals and satisfaction. While tackling on-net mobile spam is technically doable by the operator, spam coming from other operators would require cooperation and the relevant regulator's involvement is crucial."
Operators signing up to the code plan to encourage governments to review legal obstacles that may hamper operators' ability to investigate mobile spam abuses. Such obstacles can include data protection or privacy laws or restrictions on the use of network filters to identify mobile spam and therefore prevent it from reaching customers.
"Vodafone operating company analysis of messages entering our networks suggests that spam levels on e-mail can be as high as 70% of all messages received, whereas spam on mobile messaging - such as SMS or MMS - can be managed down to less than 1%," said Tina Southall, Director of Vodafone live! Proposition and Content Standards.
"We are pleased to support the new GSMA code of practice on spam. O2 is 100% committed to providing our customers with a great experience and we know how inconvenient and frustrating spam can be. The new code will help to maintain consumer trust and confidence in messaging services, which is essential for the industry to continue to thrive."
Russ Shaw, Marketing Director O2 (UK) Ltd.
Notes to editors:
1. The Code is a voluntary, non-legally binding document that applies specifically to three types of unsolicited SMS and MMS messages: commercial messages sent to customers without their consent, commercial messages sent to customers encouraging them directly or indirectly to call or send a message to a premium rate number and bulk unlawful or fraudulent messages sent to customers (e.g. faking, spoofing or scam messages).
2. Spam is far less of a problem on mobile networks than fixed-line networks because mobile operators have greater control over traffic on their networks than their fixed counterparts and mobile users typically have to pay to send messages.
3. Most countries have national laws designed to limit unsolicited text and picture messages. As messages sent internationally are harder to combat, the GSMA has developed procedures to help operators work together to identify and address these problems.
4. The GSMA will monitor the adoption and implementation of the code of practice. The Association will also explore whether the code of practice can be extended to include other new messaging services.
Signatories:
Bharti Televentures Ltd
Cingular Wireless
Egyptian Company for Mobile Services (mobinil)
Hutchison 3 Group
Hutchison Telecommunications International
O2 Group
Orange Group
SFR
Telefonica Moviles Group
Telenor Group
TeliaSonera Group
T-Mobile Group
Turkcell
VimpelCom
Vodafone Group
Download a summary of the code of practice (240kb PDF)
For further information contact:
David Pringle
GSM Association
Tel: +44 795 755 6069
Email:press@3gsmworldcongress.com
Mark Smith
GSM Association
Tel: +44 7850 229724
Email:press@3gsmworldcongress.com
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