Miami Vice mobile marketers about to get a call

Link: Musings of a mobile marketer: since when did 25p = FREE?.
Nice one Helen!

Eagle-eyed Helen was on the tube and saw the Miami Vice poster which contains the following text (she’s snapped an image of it on her blog too):

Text ‘Miami’ to 61313 for Movie info free Miami Vice wallpaper**sms costs 25p your standard network charge.So that means, it could cost you 37p for your “free” wallpaper. Hmm. Wonder how they’re getting away with that then?

Well that’s absolutely ridiculous and totally irresponsible. What idiot wrote that marketing copy and passed it as appropriate?

The only reference I could find on the web for the shortcode owner was Vianett — although I don’t know if they actually own it or rent it from someone else.

This is BASIC stuff. Ultra basic. You cannot tell people the service is free when it’s clearly premium.

Gahhh. Simple, simple, simple. How annoying.