Ofcom General Condition 23 (GC23) comes into effect today, 16th September 2009. It follows Ofcom's statement "Protecting consumers from mis-selling of mobile telecommunications services", which was published on 17th March. From today, GC23 makes the UK’s mobile service providers legally responsible for ensuring their products and services are not mis-sold. More specifically, the new rules prohibit mobile networks and dealers from "engaging in dishonest, misleading or deceptive conduct". Networks could be fined up to 10% of their turnover for any breaches.