Incentivated: Industry needs responsibility and self regulation

Remember GMTV Boss Paul Corley quit last week in the wake of the premium scandle?

(Here’s the link: SMS Text News » GMTV Boss, Paul Corley, falls on sword re: phone-in screw up)

Well, Robert Thurner, Commercial Director at mobile marketing agency, Incentivated has an opinion. He whacked it through to me for publication here.

He believes that although the measures introduced by GMTV and Opera are a very positive step forward in restoring public confidence, what is really important is that all players take a responsible attitude to growing the sector through self regulation and the development of best practice guidelines.

I’ve published the rest of his perspective here as I think it deserves airing.

Codes of conduct developed by the Direct Marketing Association, Institute of Sales Promotion and Mobile Marketing Association as well as the existing rulebook developed by the Advertising Standards Authority are very clear in such cases and together with the premium rate regulator ICSTIS should be strictly adhered to.

Text message campaigns can offer a vital service. For example, Incentivated’s campaign for the Mayor of London allowed the general public to receive contact details by text for the closest licensed minicab firms in an effort to reduce sexual assaults by illegal minicab drivers. British Airways delivers time sensitive travel alerts to passengers and cabin crew, again through Incentivated, allowing travellers to learn about disruptions and act upon them instead of finding out at the airport when it’s too late.

Although allegations such as those made in April 2007 concerning the use of premium-rate phone lines by TV stations are no doubt causing the public to become suspicious of text messaging services as well as promotions and competitions we must be careful that they do not undermine all the positive work currently happening in the industry which should not be ignored.

Legislation is in place to protect the consumer and text campaigns that allow the public to make charitable donations, find safe taxis and even land a new job prove the many benefits of mobile and text services. Offering the mobile as a medium for consumers to interact with brands and good causes that insight an immediate desire to respond and be involved is bringing traditional media to life.

Thanks for sending that in Robert. If you’ve got an opinion and you’d like it aired, whack it over to me.