A vast and growing range of content and interactivity is now accessible via mobile phones. This includes online social networking, gambling and gaming, downloadable games, music, videos and web pages. Content can be accessed within the Vodafone live! portal and on the wider global internet.
Not all the content available is appropriate for all our customers, particularly younger users. We have editorial control of the content offered on our Vodafone live! portal, but not what is available on the worldwide web. Our access controls and classification help parents to protect their children from accessing inappropriate age-restricted content via their mobile phones. These are implemented by our operating companies according to local conditions (see performance).
We have led the industry in developing Content Standards tools – Vodafone UK was the first mobile operator in the world to introduce access controls. We are working with others to improve Content Standards across the industry. The European Framework for Safer Mobile Use by Younger Teenagers and Children developed by Vodafone, together with other leading mobile operators, builds on our established Content Standards programme.
A key concern for parents is bullying and the malicious use of mobile services, particularly as more and more young people are using social networking sites. We are developing guidance for customers on social networking.
We published new guidelines in 2008, bringing together a summary of all our Content Standards policy and advice on using your mobile responsibly. Vodafone is working with industry to develop resources designed to help parents and teachers protect children.
Some content on the worldwide web is not only inappropriate for children, it is illegal. We encourage customers to report illegal content on the web to enable us to block offending sites.