China Mobile has implemented a new measure to regulate the wireless value-added service provider market.

China Mobile's new circular to the providers requires them to stop service promotions and advertising on all WAP websites other than on China Mobile's portal website Monternet before the end of November.

The new rules followes one it initiated at the beginning of the month which imposed five different levels of punishments for providers who were found to have violated relevant rules.

China Mobile says it will conduct a complete check over the service providers starting December 1. At that time, those who are found to be violating the rule will be severely punished in accordance with relevant credit management measures.

Statistics shows that there are over 9000 free WAP websites in China. Most of them adopt free business patterns similar to that of Web-based sites, but some others have chosen to cooperate with service providers in the hope of sharing profit, which has harmed China Mobile's own profit-making interests.