The UK Advertising Standards Authority has not upheld two complaints made by Telefonica about ads for Vodafone’s Freedom Freebee tariff option.

TV and online ads had described the prepay tariff as offering £50-worth of calls for £10. However, Telefonica - the company behind O2 UK - argued that very few consumers paid standard tariff rates for texts and calls, which meant the comparison wasn’t justified. It also said the offer had run for more than six months and that the £10 price had become established, which meant that the package was no longer ‘worth’ £50.

Performance marketing network Tradedoubler has introduced a new mobile platform this week.

We asked Rob Wilson, who runs the company's UK and Ireland operations, to explain the challenges and opportunities of mobile commerce.

Mark Bridge writes:

The idea of a free mobile phone network is a dream for many consumers – and potentially a nightmare for traditional mobile operators. Most notably we saw Blyk launch an ad-funded network in the UK five years ago, with the MVNO closing in 2009 as the company’s business model changed.

In this week’s podcast feature I’ve been talking to someone who’s just launched a brand new mobile service that’s giving away calls, text messages and data in return for advertising. The company is Ovivo Mobile, it launched last month and it’s currently targeting students to sign up.

We talk to Dariush Zand, founder and CEO of Ovivo Mobile, about his new advertising-funded UK MVNO. Our conversation covers everything from setting up a 'virtual network' to Ovivo's plans for the future.

With Facebook’s stock market flotation expected to go ahead next week and a company value of between $77 billion and $96 billion being anticipated, the social network is putting the finishing touches to its paperwork.

It’s just filed an amendment to its original registration statement in which it warns that the increasing use of its mobile services may cause a problem.