A European Parliament committee has recently backed a plan to force mobile networks to cap the price of cross-border calls.
LONDON: Mobile phone giant Vodafone will offer the possibility of Europe-wide advertising by the end of the year, according to reports.
The company is currently said to be in talks with a soft drinks manufacturer and carmaker, with the possibility of the campaigns breaking late this year or early in 2008.
As many as six advertising formats are currently under development, with some ads being optional to view, and others not.
In the long term, funds raised by advertising may be used to fund free content for Vodafone customers.
Yahoo! will partner with the mobile firm in the UK, both selling advertising and making it available on Vodafone's website.
The publishing group Gruner + Jahr will play a similar role in Germany.
While the majority of Vodafone's 96 million European customers are based in the UK, Germany, Spain and Italy, the campaigns could be extended to France, Greece, Portugal and the Netherlands.
Its industry committee voted to limit the cost of outbound calls to a maximum of €0.4 ($0.51; £0.27) per minute and €0.15 per minute for incoming calls, compared with the €0.65 and €0.35 mobile firms - including Vodafone - had called for. The final vote will be held next month.
Data sourced from Financial Times; additional content by WARC staff