Consumer complaints relating to digital marketing now represent around 20 per cent of total complaints received by PhonepayPlus. Total consumer complaints relating to the digital marketing of PRS received by PhonepayPlus now average over 200 per month.
PhonepayPlus has published guidelines for the premium rate services industry on the use of certain digital marketing practices that the regulator has identified can be misleading to consumers. PhonepayPlus also has new advice to help prevent consumers from being caught out.
The Guidance document outlines eight practices often used by affiliate marketers which are either always misleading or have the potential to mislead consumers. These include the use of content locking, adware and certain promotions on social networking sites.
Today’s Guidance aims to assist providers of premium rate services that conduct affiliate and other marketing online in ensuring that their promotions remain complaint with the PhonepayPlus Code of Practice.