Pacific Magazines Pty Limited - s.87B undertaking

Company or individual details

  • Pacific Magazines Pty Limited
    097 410 896


The ACCC has accepted Court enforceable undertakings from Pacific Magazines Pty Ltd (Pacific) concerning the publication of advertisements for mobile premium content services in TV Hits and Girlfriend magazines, which target a young readership.

Mobile premium content services are services that supply content and provide for payment of services via mobile telephone accounts at a price higher than a typical telephone call or SMS. Examples of mobile premium content services commonly include mobile telephone ringtones, wallpapers, screensavers and games. Generally the telephone numbers associated with these services have a prefix of ‘19’.

Under the terms of the undertaking Pacific has agreed not to publish advertisements for mobile premium content services that do not clearly and prominently state that:

  • the services are a subscription services;
  • the cost of the services;
  • any requirement as to the eligibility of consumer to receive the services being provided.

In consultation with the ACCC Pacific has drafted guidelines which are annexed to the undertaking and which are designed to assist in the process of assessing advertisements for their suitability under the Trade Practices Act for publication.

Further Pacific has undertaken to institute a review of its trade practices compliance program as per Annexure B to the undertaking and will publish an article in its magazines that target younger readers.

The article will focus on and bring attention to

  • the different kinds of premium content services for mobile phones;
  • the characteristics of those services;
  • how the services are paid for;
  • the fact that such services are often subscription services with ongoing costs and charges.