Four large Italian consumer associations are asking all cell-phone owners to switch off their phones from 12.00 14.00 on Thursday 15 July in protest at what they describe as "Sky-high tariffs, unnecessary services and misleading offers". According to the consumer associations the blackout, if it is successful, will cost the cell phone operators 500 million. "A just punishment when it is considered that the cost of cell phone use in Italy is almost twice that of other European countries". The average cell phone user in Italy spends five euros every day.