Responsible marketing
During the year we continued to abide by our O2 UK approach not to market to children under 16. This approach has been reviewed in 2007. Our new Telefónica O2 Europe commitment is to create an environment in which children can use information and communication technologies safely. That is why, in each of our markets, we aim to provide parents and children with the necessary tools and guidance to use our products and services responsibly.
In 2006, O2 UK entered a proposed wholesale agreement with the Walt Disney Company to allow Disney to launch a family-friendly mobile phone service, providing automatic parental controls. After consultation with government, health agencies, children’s charities and child-protection groups, we were satisfied that the project was endorsed as responsible by our stakeholders.
Disney did not proceed for commercial reasons.
During the year we launched a new O2 ‘Pohoda Simple’ tariff in the Czech Republic, offering students and pupils over the age of six years special rates on voice and SMS text messages only. This complements our service in Germany to offer students simple services at special rates.
Representatives from Telefónica O2 Europe and other parts of the Telefónica Group meet regularly to share best practice and to discuss content standards and child protection in regard to converging internet-enabled technologies.
In February 2007 on the ‘Safer Internet Day’, Telefónica and Telefónica O2 Europe signed up to the new European Union Framework to promote safer mobile use by teenagers and children. On the same day, O2 UK ran a banner on its website homepage, highlighting current policies, reports and the advice on our child protection programme.
O2 Germany funded the Schola-21 project run by the German Children and Youth Foundation, a web-based information and training system for children and young people, where they can learn how to use online tools in a safe environment.
Advertising
We aim to comply with several voluntary advertising codes and best practice in advertising. For more information on our record, see the Compliance section of this website.
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