Over a few years, mobile tones, cheap ringtones, mobile phone logo and downloadable game for mobile phones have become very popular among a large cross-section of mobile phone users in different parts of UK as well as other parts of the globe. A number of online providers of mobile phone logos, mobile tones as well as mobile phone game download have evolved and there is tremendous competition among them to make their presence felt in the telecom market. Many among them are enticing mobile phone users with offers that involve a lot of "small print." Many of these offers do not respect the right of the mobile phone users to get what they are entitled to when they pay money for downloading of different types of mobile content in the form of mobile tones, mobile phone logo, cheap ringtones, other types of ring tones or those who are engaged in game downloads in their mobiles.
To protect the interests of consumers in this environment becomes all the more necessary. In this context, a number of rules have been devised to protect the rights of mobile phone users in UK for game downloads in their mobiles or in the instances of downloading of cheap ringtones, funny ringtones or a mobile phone logo. All firms that want to sell mobile phone content have to strictly follow these set of rules. These rules have been drafted by the Mobile Entertainment Forum and the UK's phone firms.