MEF launches Code of Conduct for Brazil’s value added services

Mobile Entertainment Forum (MEF), the global trade body for the mobile media industry, has announced the launch of the Unified Code of Conduct, governing the content and promotion of all value added services (VAS) in Brazil.

Over the past year, 18 MEF member companies have collaborated to agree the regulatory framework and fundamental rules for the Brazilian VAS industry which all parties in the value chain – including the regulator ANATEL – can sign up to.

Ron Czerny, Chair of MEF LatAm and CEO of Playphone said: “The adoption of the Unified Code represents one of the most important developments for Brazil’s growing VAS market. In order to maintain the continued growth of VAS services, the industry needs to ensure that consumers have complete trust and confidence in services and transparency of how the VAS services operate.

“The MEF Unified Code delivers both by providing real, tangible benefits to the industry and the consumer. MEF will continue to work with the industry to ensure the Unified Code is effectively implemented and is seen as a standard across Latin American markets.”

Over the past 10 years, MEF has had a rich history of engaging with stakeholders across the industry at a local and international level, to shape regulation, raise awareness of its effective implementation with the aim of protecting revenues and ensuring a positive consumer experience.

The Unified Code comes on the back of extensive regulatory work already undertaken by MEF globally beginning with our work in shaping the UK Subscription Services code and extending to our regulatory collaboration across Southeast Asia, EMEA and North America. In carrying out its activities of developing the Unified Code, MEF paid regard to the five principles of good regulation, namely: transparency, accountability, proportionality, consistency and targeting.

Rimma Perelmuter, MEF Executive Director added: “MEF knows from its previous experience in other territories that without such a Code, significant consumer harm can occur resulting in the industry shrinking. The Unified Code represents a turning point for the VAS industry in Brazil. It sends a clear message that the industry is serious about ensuring the growth of services whilst safeguarding the consumer, making the Brazilian market one of the most lucrative and innovative. ”

The code has been endorsed by Brazilian operators Claro, Oi, Tim and Vivo and MEF Member companies involved in developing the Unified Code are:

Abril, Arvato, Boltcel, Buongiorno, CFLA, Dada, Flycell, Mobile Intelligence, Movile, Neomobile, PlayPhone, PureBros, Supportcomm, Spring Wireless, TakeNet, Timwe, Zed, Zero 9.