Purpose of This Code

This Code of Conduct governs the behavior, responsibilities, and obligations of all EASTEL subscribers, members, including resellers, agents, aggregators, business partners, and distributors operating under Anchor Communications Sdn. Bhd. It establishes the standards required to ensure professionalism, legal compliance, brand protection, and ethical engagement across all sales channels for both offline and online, including e-commerce platforms. By enrolling as an EASTEL Member, you acknowledge and agree to comply with this Code of Conduct in its entirety.

C – Compliance

All EASTEL Members shall adhere to all EASTEL policies, Terms & Conditions, Malaysia Communications and Multimedia Commission (MCMC) requirements, and applicable Malaysian laws and regulations. Compliance is the cornerstone of our operations, ensuring that EASTEL remains a trusted and lawful mobile service provider. Members are expected to stay informed about regulatory updates and ensure their business practices align with all legal requirements.

A – Accountability

EASTEL Members assume full responsibility for their actions, representations, and business practices when dealing with EASTEL products and services. This accountability extends to all interactions with customers, partners, and the public. Members must be prepared to answer for their conduct and ensure that their business activities reflect positively on the EASTEL brand.

P – Professionalism

EASTEL Members represent the EASTEL brand with positive conduct, accurate communication, and ethical engagement at all times. Professionalism means delivering service with competence, reliability, and courtesy. Members should always present themselves in a manner that inspires confidence and trust among customers and partners alike.

R – Respect

Treat customers, partners, fellow members, and EASTEL personnel with courtesy and respect. Respectful conduct fosters a positive community and strengthens the EASTEL network. Members shall refrain from any behavior that could be perceived as disrespectful, discriminatory, or harassing in any form.

I – Integrity

Conduct all interactions with honesty, transparency, and professionalism. Integrity means doing the right thing even when no one is watching. EASTEL Members must uphold the highest ethical standards in all dealings, avoiding any form of deception, misrepresentation, or unethical business practices.

Lawful and Authorized Use Only

EASTEL Members must use EASTEL SIM cards, platforms, and services solely for lawful and authorized purposes. Any use that violates Malaysian law, MCMC regulations, or EASTEL policies is strictly prohibited. Members must provide genuine and accurate customer information in accordance with MCMC registration guidelines, ensuring that all registrations are legitimate and properly documented.

Prohibited Activities

EASTEL Members must avoid any fraudulent, misleading, or illegal activity. They must conduct business practices that do not jeopardize EASTEL's systems, operations, or reputation. Unauthorized reselling, distribution, or transfer of EASTEL SIM cards or services is strictly forbidden. Members must also refrain from spreading misinformation, unverified claims, or unauthorized content that could mislead customers or damage the EASTEL brand.

Standard Retail Price (SRP) Compliance

To maintain a controlled and compliant sales environment, all EASTEL Members including those selling via physical stores, social platforms, and e-commerce marketplaces must comply with specific pricing requirements. ALL EASTEL SIM cards must be sold strictly at the official SRP as determined by EASTEL (e.g., RM10 per SIM card). Underpricing, overpricing, price manipulation, or bundling at unapproved rates without informing and seeking approval from EASTEL HQ is strictly prohibited. Consistent pricing protects the brand and ensures fair competition among all members.

Accurate Plan Representation

EASTEL Members are prohibited from altering, exaggerating, or misrepresenting any EASTEL plan pricing or features, such as the EZ35 plan or any other current or future plans. Members must not promote unofficial prices, hidden charges, or alternative fee structures that differ from EASTEL's official communication. All plan information shared with customers must accurately reflect what EASTEL officially offers.

Misleading Information & Consumer Protection Compliance

EASTEL Members must not publish or communicate misleading, false, or unverified information that may confuse consumers or trigger action from regulatory bodies such as KPDN (Ministry of Domestic Trade and Consumer Affairs) or other Malaysian authorities. Any promotional claims must strictly follow EASTEL's approved materials, scripts, and pricing guidelines. Consumer protection is a priority, and any violation in this area will be treated with the utmost seriousness.

E-Commerce & Online Marketplace Requirements

Members operating on platforms such as Shopee, Lazada, TikTok Shop, or similar e-commerce marketplaces must adhere to specific requirements. These include using only EASTEL-approved product descriptions and images, avoiding unauthorized promotions or price reductions, not claiming exclusivity, special access, or preferential rates, and ensuring that all customer-facing communication reflects the correct and official EASTEL information. Consistency across all channels protects the integrity of the EASTEL brand.

Liability for Misconduct

Any violation including misleading pricing, misrepresentation, or unauthorized promotions will result in full liability being transferred to the reseller or dealer. This liability includes but is not limited to penalties or enforcement from regulatory authorities, customer complaints, damages to brand reputation, and disciplinary action by EASTEL as outlined in Section 9 of this Code of Conduct. EASTEL takes a zero-tolerance approach to pricing and representation violations.

PDPA Compliance

All EASTEL Members must safeguard personal data in accordance with the Personal Data Protection Act 2010 (PDPA). This includes ensuring that customer information is collected, used, and stored in compliance with legal requirements. Members must handle all personal data with the highest level of care and confidentiality, only using it for legitimate business purposes related to EASTEL services.

Confidentiality of EASTEL Materials

Members must ensure confidential handling of all customer information and internal EASTEL materials. Unauthorized disclosure of proprietary information, business strategies, or internal communications is strictly prohibited. Members are expected to treat all EASTEL-related information as confidential and not share it with unauthorized parties.

Adherence to Policies

EASTEL Members must follow all EASTEL policies, respond truthfully to compliance checks, and report unethical or suspicious behavior. A culture of compliance ensures that the EASTEL community operates with transparency and integrity. Members who become aware of potential violations have a responsibility to report them through appropriate channels.

Professional Online Presence

EASTEL Members shall uphold a positive and professional image of EASTEL in all social media and public communications. This includes avoiding posting offensive, misleading, or defamatory content about EASTEL, partners, or competitors. Members must also refrain from issuing public statements on behalf of EASTEL unless formally authorized to do so. Personal social media accounts should not be used to misrepresent official EASTEL positions.

Approved Branding Materials Only

EASTEL Members may not use, reproduce, or distribute any logos, trademarks, images, or marketing materials belonging to U Mobile or any partner network without prior written approval from EASTEL. Only EASTEL-approved branding materials may be used for marketing or promotional activities. Members must not claim partnership, endorsement, or representation of U Mobile or any partner unless explicitly authorized by EASTEL in writing. Protecting intellectual property rights is essential to maintaining brand integrity.

Consequences of Non-Compliance

Violations of this Code of Conduct may result in one or more of the following actions: formal warnings, suspension of account or sales privileges, termination of membership, forfeiture of member benefits entitlement, blacklisting from current or future EASTEL programs, and reporting to authorities if regulatory violations occur, such as against local Malaysian authorities or any related lawful clauses. EASTEL reserves the right to determine the appropriate disciplinary action based on the severity and frequency of violations.

Binding Agreement

By becoming an EASTEL Member, you acknowledge that you understand the requirements of this Code of Conduct, agree to comply with all EASTEL policies and regulations, and accept the consequences of non-compliance. Your continued participation as an EASTEL Member constitutes ongoing acceptance of these terms. Membership in the EASTEL community is a privilege that carries significant responsibilities.

Policy Updates Without Notice

EASTEL (Anchor Communications Sdn. Bhd.) reserves the full and absolute right to amend, modify, update, or supplement this Code of Conduct at any time, without prior notice. Such revisions may be introduced due to changes in company policies, business strategies, operational requirements, regulatory directives, or instructions issued by local authorities, statutory bodies, or any future governing authorities relevant to telecommunications, reseller operations, or the distribution of EASTEL products and services. All amendments shall take effect immediately upon publication through official EASTEL communication channels, platforms, or circulars. Continued participation as an EASTEL Member following such updates shall constitute the Member's acknowledgment and acceptance of the revised terms.

Who does this Code of Conduct apply to?

This Code of Conduct applies to all EASTEL subscribers, members, resellers, agents, aggregators, business partners, and distributors operating under Anchor Communications Sdn. Bhd. Anyone representing EASTEL or selling EASTEL products and services is bound by these terms.

What happens if I violate the pricing policy?

Violations of EASTEL pricing policy, including underpricing, overpricing, or unauthorized promotions, may result in disciplinary actions ranging from formal warnings to termination of membership and blacklisting from future EASTEL programs. Full liability for any resulting penalties or damages will be transferred to the violating member.

Can I use EASTEL branding materials I create myself?

No. Only EASTEL-approved branding materials may be used for marketing or promotional activities. Members may not create or distribute their own branding materials featuring EASTEL logos, trademarks, or intellectual property without prior written approval from EASTEL.

How can I report a suspected violation?

If you become aware of any potential violation of this Code of Conduct, you should report it to EASTEL through official communication channels. Reporting helps maintain the integrity of the EASTEL community and protects all members.

As an EASTEL Member, your commitment to this Code of Conduct ensures a trusted, professional, and compliant community. Review the full Code of Conduct regularly for updates. For questions or to report concerns, contact EASTEL Support.