Growth in the WAP industry has led the World Wide Web Consortium (W3C) to expand on their existing codes and regulations for fair web content. Along with the inflow of investors in this media, an unfortunate injection of unfair grey area advertisers have flooded the market. The question on the W3C’s mind was how to counteract this wide spread WAP site dumping. New rules and regulations launched by the W3C have limited the number of “spam” sites that are crowding the WAP market and hopefully they will be able to maintain the great progress that this new code has had on investment in this area. WAP site hosts are not allowed to use keyword dumping and other shady practices used on these sites. This is simply because search engines are now programmed to give these sites the lowest ranking on their search results, hence leaving these sites automatically unseen. With so much advancement in mobile internet, it is becoming a very reliable media for financial interaction as well. New codes and security scripts are making WAP more secure for online transactions through cell-phones. The results of all this effort are yet to be seen.