Eighty viewers complained to the ASA that the ads did not clearly explain that making a payment automatically signed customers up to a subscription service. Sixty-four of these people, plus a further 180 viewers, complained that the ads particularly targeted young children.
A further 33 viewers said that they had received large mobile phone bills as a result of their children downloading ringtones.
Jamster maintained that, because the ads used a plural when describing the "Jamster Clubs", it was reasonable to assume the viewer would understand that a membership arrangement was intrinsic to joining a club.
Jamster also claimed an internal survey had found the average age of a Jamster Club member to be 32.6 years old.