New Proximus Payment Flow Sees 90% Reduction in Advertising

Effective 13th of May, the carrier Proximus Belgium introduced new requirements for its Direct Carrier Billing (DCB) payment flow.

The Proximus official statement (released end of March 2022), stated that the old ‘click flow’ was “..a frequent source of end-customer complaints and a source of questioning by journalists, both posing a risk to Proximus’s reputation”. The statement added, “the Belgian FPS Economy department opened an enquiry having received a high number of end-customer complaints related to Direct Carrier Billing Services that resulted in a Pro Justitia, containing multiple infringements of the Belgian Economic Law Code, related to unfair commercial practice and misleading omission”.

The following graph from our intel tool MCP Scanner (advertising monitoring) shows the impact that these changes had on Proximus advertising traffic. Starting from the 1st of May, 13 days before the deadline, until the 25th, 13 days after the deadline.

Proximus introduced the following DCB payment flow changes:

  1. Add an ‘age verification’ opt-in on the landing page
  2. Add an opt-in regarding the sharing of personal data on the payment page
  3. Add an EXIT CTA button on the payment page
  4. Relabel the CTA button on the payment page from “Confirm Subscription” to “Confirm Payment”

If you want to know more about Belgium and the other markets contact us to have a look at our VAS market intel tool MCP TRENDS.

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