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U.S. Consumer Best Practices Version 6.0 Publication Date: March 1, 2011 Effective Date: April 1, 2011**On June 1, 2011 the changes in this document will take effect for all digital advertising formats &message flows. For print, radio, television media advertisements changes in this document will take effect on June 1, 2011.
Sexual Conduct Content of adult nature is not allowed. Adult nature includes ATT-97 sexual explicit images and textual communications that are sexual graphic. Sexual Explicit Images: ATT-98 - No exposed breast or genitalia either cartoon or real, is permitted to be offered. - No images meant to insight sexual activity may be offered. This includes images depicting any sexual act. Textual Communications ATT-99 - Any controlled communications between a campaign and subscriber must not contain content that could be considered sexually explicit. Content directed at encouraging sexual acts or to excite a subscriber in a sexual way is not allowed through SMS premium services. All current AT&T naming conventions and product descriptions ATT-100AT&T Naming can be referenced at the following link:Conventions http://developer.att.com/developer/index.jsp?page=and Product goToMarketDetail&id=6.3_v1_5200118Descriptions(DCBO) ALL transactions are now required to be DCBO compliant. ATT-101 To ensure compliancy for DCBO: ATT-102 Description field should no longer include Short Code/Campaign ID/Merchant Name Price points are not to be contained in description field Description field provides clear, concise, customer- friendly descriptions for Off-Portal Mobile Purchases & Downloads transactions Product descriptions should not duplicate a merchant name Product Descriptions should not be acronyms that are not immediately recognizable (i.e. as BET or MTV would be) Merchant names should be listed with the merchant’s URL whenever possible (i.e. magmic.com) DCBO is a vital effort to help give customers a better ATT-103 understanding of what they purchased by providing more accurate details about the services they purchased on their bills. This effort will go along way to help avoid refunds and also aid AT&T customer service in identifying third party services. See ATT-EG-01 at end of Provisioning Section ATT-104 As a reminder, here is an example of the proper DCBO format for ATT-105 item purchases AND subscription services: AT&T does not allow unique short codes to be live under two ATT-106 different binds or connected partners. For each Aggregator, AT&T will enable an option that requires ATT-107 each Aggregator to submit valid values for Merchant Name, Short Code and Campaign ID for every purchase. These fields will be required for purchases submitted via the Purchase Web Service (API)