Responsible marketing

New forms of content and internet-enabled mobile technology create channels through which inappropriate material may be distributed to vulnerable groups like children.

We take steps to protect those at risk from malicious, inappropriate or illegal content, such as pornography, racism, violence, gaming and illegal gambling.

O2 worked with other operators to launch the new UK Code of Practice to classify adult content and to ensure it is not inappropriately accessed. In the UK, Ireland and Germany we aim to comply with all legislation and/or voluntary codes of practice.

We monitor our compliance regularly through our auditing processes and work to continuously improve our performance.

In the UK, in line with industry best practice we:

• Market our products only to over-16s.
• Direct all our information leaflets on child protection to adults and parents.
• Offer parental control, which restricts access to content on mobiles.

During the year we published in detail our UK marketing policy not to market to children under 16.

In the UK, we have developed age-verification processes to ensure proper controls of 18-rated content under the UK code of practice. New controls are currently being tested and will be introduced by the end of 2006 in Ireland.

O2 Ireland does not offer adult content or chat services and, during the year, the Irish Cellular Industry Association (ICIA) concluded its test of filtering software designed to prevent the transfer of inappropriate camera phone images and access to offensive websites. None of the software solutions tested met the requirements of the trial.

We adhere to the Irish Cellular Industry’s Code of Practice (ICIA) for the regulation of new forms of content and services on mobile phones. The code, introduced in 2005 and updated in 2006 is designed to ensure the protection of children and to give parents and carers reassurance and confidence in the safety of the latest mobile technology.

Advertising

We aim to comply with a number of voluntary advertising codes and best practice in advertising. For more information on our record, see the Compliance section of this website.