Responsible marketing

At O2 we are aware of concerns that advanced mobile technology creates a new channel through which inappropriate material may be distributed to vulnerable groups like children.

We try to take all appropriate steps to protect those at risk – from pornography, racism, violence, mobile gaming and illegal gambling.

We believe in offering customers an informed choice. And we are now exploring a range of options for customers, including the introduction of technology solutions, to allow customers to control access to certain types of content.

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 line with industry best practice, we market only to the over-16s, direct all our information leaflets on child protection to adults and parents, and offer internet parental controls.

We have also put in place age-verification processes to ensure proper controls under the UK code.

O2 is a member of the Internet Watch Foundation and sits on the IWF Funding Council. The IWF undertakes vital work investigating internet sites (in UK and abroad) containing potentially illegal content, mainly child pornography.

All material that is assessed as illegal by IWF is passed to the police via the National Criminal Intelligence Service. Internet users that become aware of material they believe to be illegal can submit an online report to the IWF at www.iwf.org.uk.

We publish a series of child-protection leaflets providing practical help on such issues as handset theft, the safe use of camera phones, and grooming by paedophiles via chat rooms. These are available through O2 stores and our websites.