The matrix below illustrates the controls that will be provided for subscribers and the date at which these will be implemented by providers for the benefit of the consumer.  Providers of any new services will be required to comply with the code of conduct immediately for services on a shared short code and also existing services on a single code.  Due to the complexity of change and implementation, existing services using shared short codes will not have the new requirements in place until the 1st of November.

Any third party offering new or existing services on a single code via premium text must have implemented the key word "STOP" by the 1st of August 2004 and for any service sharing a short code with other services, this capability will be implemented by the 1st of November 2004.

It is considered to be best practice for providers to alert subscribers of the additional services they utilise, but due to the complexity of implementation by many third parties with varying levels of capability, this will not be an immediate requirement.  In the event of a provider being in receipt of a message from a subscriber that cannot be decoded, it is also considered best practise that the provider will send a helpful message to the subscriber.

Mike Short, MDA Chairman said of the scheme 'I am pleased that progress in protecting consumer choice, an issue of concern for everyone in the mobile telecoms industry, is being made through our organisation.  It is envisaged that, in the long term, this consumer-responsible scheme could be seen to stimulate demand for premium services as there is a clearly defined method to stop the services/payments when the customer wants."

Peter Norman , MDA Director and Commercial Director of Wireless Information Network Ltd commented 'It is extremely important for the long term health of the industry that providers of mobile services are seen as customer friendly. The MDA has again demonstrated a key role in bringing the stakeholders (regulators, operators and service providers) together, to deliver common sense solutions that make the most of the available technology'.

George Kidd of ICSTIS said "ICSTIS has made clear that consumers should be able to cancel services as easily as they can join them - and with the same degree of certainty. Playing fair is key to trust and take-up. Our most recent guidance makes clear we want to see STOP as a universal command.  It is really good to see content providers and carriers working together to establish this practice."

Stephen Timms - Minister for Energy, E-Commerce and Postal Services said: 'The DTI is pleased to see mobile organisations taking active steps to reduce commercial spam, and providing more consistent controls for consumers'.