'Free' ringtone websites investigated for misleading marketing

Children with mobile phones are being ripped off  by dozens of British websites through scams involving junk texts and ringtones, it has been revealed.

Youngsters are unwittingly signing up to services that mean they are bombarded with texts and ringtones that carry charges.

The children can find that all the credit they have on their phones to make calls and send texts is swallowed up by the rogue firms involved.

The European Commission today published a study showing more than 90per cent of  43 UK mobile services - ringtones, 'wallpaper', chat service subscriptions, phone games and logos - were misleading and confusing.

Youngsters surfing child-friendly websites are often asked to email their mobile phone numbers, perhaps to enter competitions or buy a single ringtone.

But they can be unwittingly locked into a long-term paid contract - or at least committed to paying for a new ringtone download every day.

Most young people are unaware that they should be able to kill the rip-off  by sending a reply text containing the word 'STOP'.

The Commission's sweep of mobile phone services across Europe revealed that 466 sites out of 558 checked - 80per cent - were potentially breaking the law.

National authorities are now following up the findings, warning the websites, which have not been named, to change their claims and marketing.

They will also be told to stop using the word  'free' to dupe customers - particularly children - into signing up for services they do not want and cannot afford.

EU Consumer Commissioner Meglena Kuneva said: 'This EU wide action is a direct response to hundreds of complaints from consumers that have come into national authorities.

'Far too many people are falling victim to costly surprises from mysterious charges, fees and ring-tone subscriptions they learn about for the first time when they see their mobile phone bill.'

She said: 'There will be Europe wide enforcement action to track down each of these traders. But we need to get a clear message out particularly to teenagers and children - be on your guard: it's all about the small print.

'There are many reputable traders out there, but to be safe buying these services, check the fine print every time and make sure you are not signing up for more than you bargained for.'

The value of European ring-tone sales in 2007 was an estimated £547 million.

There are concerns that the telephone authorities in Britain and Europe have been slow deal with a problem that dates back more than two years.

As long ago as 2005, the company behind the Crazy Frog phenomenon was fined £40,000 and criticised for duping children into signing up for ringtones.

The UK's premium rate phone watchdog, PhonepayPlus, has announced measures to protect the public from harm in the mobile premium content market.

With immediate effect, any subscription service that does not allow customers to stop it easily and quickly will be barred from operation.

Others which fail to spell out the charges and terms will also be fined and, potentially, banned.