1st September 2011

AIME Welcomes PhonepayPlus New Code and Registration Scheme with cautious optimism

The PhonepayPlus (PP+) 12th Code of Practice and Industry Registration Scheme comes into force today, creating a new regulatory framework. The Association for Interactive Media & Entertainment (AIME) welcomes the new ‘slimmed down’ Code, which is supported by Guidelines and underpinned by a Registration Scheme for all Premium Rate providers operating in the UK.

AIME has lobbied for significant changes to the regulation of the UK market since early 2008, understanding that media convergence and advancing technology made it increasingly difficult for the old regulatory system to deliver its remit of fair and proportionate regulation. While the new framework is welcomed, AIME recognises that change to any regulatory system and culture takes time. With the new Registration Scheme particularly, there are key elements that will require continued representation and close co-operation of industry and the regulatory agency PP+. AIME is currently collating member feedback on early use of the Scheme and has recently written to PP+ to ensure there is:

A clear statement of Scheme use for Due Diligence purposes
Monitoring of usage to ensure the system is used in the correct manner
A warning statement regarding misuse
Clarity of PP+ action where abuse is found
A process to ensure any early usability teething issues are addressed quickly

Now the Scheme is in place, it is also important that PP+ works closely with Industry to consider earlier AIME proposals around Governance and future use of the Scheme to ensure added value is passed to Industry.

Jeremy Flynn, Vice Chairman of AIME commented:
"Today is a seminal moment for Industry and AIME members. While nothing new has been announced, today marks the start of a new regulatory system and the PP+ Registration Scheme is a crucial part of this. A Principles based Code, supported by a Registration Scheme was first proposed by AIME in 2008 and we have worked tirelessly to ensure member views are represented during the development process. AIME will work with PP+ to ensure that under the new Code market growth is encouraged, while ensuring consumers are protected."