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Proactive media monitor for wireless service providers
The Wireless Application Service Providers' Association of South Africa (WASPA) has a media monitor, Ilonka Gray, who observes advertising across a range of media, including television, cinema, radio, magazines, press, billboards, websites, WAP sites, below-the-line elements (brochures, posters, leaflets etc.), SMS competitions, cellphone commercial messages and in-store advertising.
With more than 10 years of experience in the mobile content industry and four years at WASPA, her position promotes self-regulation of South Africa's WASP industry.
Some of the most common infractions she encounters are violations of the format that WASPA has defined for all WASP ads on television. This is meant to ensure that all mandatory information is present and easy to read on televisions of all sizes. "We take this rule very seriously because consumers have the right to see information such as total pricing and helpline support before they subscribe to a service," Gray says.
Gray says that her office provides an advisory service for WASPs that assists them with marketing campaigns before they launch, also in an effort to create compliance. Though not formal or compulsory, it is helping to lift the level of compliance within the WASPA Code of Conduct.
