The Telecom Regulatory Authority of India, TRAI issued directions to all mobile operators to prevent misleading tariff advertisements. In its directive the Trai said that a tariff advertisement can be termed misleading if it induces a consumer to subscribe to a plan, which contains an untrue statement, omits a material fact and fails to disclose attached restrictions.

The TRAI has directed operators that advertisements published by them should be transparent, non-misleading and unambiguous, and contain the website address and customer care number of the operator. It has also asked the telecom service providers to keep a record of the specimen of every tariff related advertisement and carry out an internal audit to ensure that they are complying with all aspects of this direction.