The MMA CBP Affiliate Subcommittee has reviewed a customer’s purchase process from jump page to MIN-entry page to PIN-entry page, studied the corresponding rules of the MMA, each carrier and FLAG, and is providing recommendations for making the guidelines uniform, effective and unambiguous

Goals of the Committee:

1. Retain rules that stop deceptive advertising during the purchase process of premium mobile content

2. Make all current rules simple, clearer and unambiguous3. Add in all FLAG premium mobile content guidelines published4. Reassess purpose of carrier select jump page

The customer should be taken from more general to more specific information during the purchase process, all along being provided with accurate and non-deceptive information needed to determine whether they would like to make a purchase. Through this process, the customer is now informed

Marketing that is general and also accurate

Carrier Select Jump Page

MIN-entry page

PIN-entry page

Clear, conspicuous

terms of purchase

The same clear conspicuous

terms of purchase, once

again

The recommendations allow for marketing on jump pages within constraints and ensure that the MIN and PIN page rules are more exact

Summary of major recommendations – Jump page:

1. No MIN entry allowed2. General marketing information3. Accurate information4. Clear, conspicuous pricing5. No inappropriate use of “free”, no unapproved content6. Marketers or affiliates will not be penalized for omitting terms and conditions specific

to the content providers to whom they link

Summary of major recommendations – MIN and PIN entry page:

1. Same information must be contained on both pages2. All pricing and terms displayed conspicuously, according to FLAG rules3. Key mandatory terms must be within T&Cs without scrolling4. Make rules regarding price location and size more specific

Example of a jump page that complies with the recommended rules. Note no cell submit field, clear advice of charge with term at 12 point font and correct contrast value, correct carrier logos, no unapproved content, no inappropriate use of “free”

Example of a MIN entry page that complies with the recommended rules. Note no inappropriate use of “free”, product and term conspicuously identified according to exact font size and pixel distance from the MIN entry and the T&Cs are above the fold

Example of a PIN entry page that complies with the recommended rules. Exactly the same rules as the MIN entry page, no inappropriate use of “free”, product and term conspicuously identified according to exact font size and pixel distance from the PIN entry and the T&Cs are above the fold