Content Standards: performance 2007/08
We said:
We would conduct consumer research and publish global guidelines on social networking sites by March 2008.
We have:
Supported implementation of the European Framework on Safer Mobile Use by Younger Teenagers and Children
The European Framework on Safer Mobile Use by Younger Teenagers and Children (Safer Mobile Use Framework) requires countries to draw up national codes that cover access control mechanisms, customer awareness and education, classification of commercial content to identify adult material, and measures to combat illegal child content. Implementation of the code is monitored by the European Commission.
Ten existing local codes are now deemed to be fully compliant with the four key recommendations of the Safer Mobile Use Framework. National codes in a further nine countries are compliant with all key aspects of the Safer Mobile Use Framework. We recommend that our local operating companies ensure their national code complies with the requirements of the Safer Mobile Use Framework before signing up.
Led an ICT industry education initiative with EUN Schoolnet
Vodafone is leading a pan-European ICT Education Initiative that will support industry compliance with the Framework on Safer Mobile Use. We are working in partnership with other ICT companies and EUN Schoolnet, an education organisation, to develop online education resources that will help teachers understand new mobile and internet technology and encourage their students to use it responsibly. The launch of the first phase of the project was in Brussels in April 2008, attended by Commissioner Vivian Reding. The website is initially available in Czech, English, French, German, Italian and Spanish. Further phases are being planned to roll out to all EU states.
Joined the Mobile Alliance against Child Sexual Abuse Content
Vodafone is a founding member of the Mobile Alliance against Child Sexual Abuse Content, launched by the GSMA in February 2008 to prevent users from accessing websites identified as hosting child sexual abuse content. See illegal content.
Chaired the UK Home Office taskforce to develop industry guidelines on social networking
Social networking – online and via mobile – is a fast moving area. For example, Vodafone announced agreements in 2007/08 to make Bebo, Facebook, and Flickr available via mobile, adding to existing deals with MySpace and YouTube. The Home Office guidelines, published in April 2008, are structured by user experience (for example, registering for a service or privacy settings) not by specific website so they continue to be relevant as new websites emerge. Vodafone will now incorporate these industry guidelines into its own set of social networking guidelines for operating companies.
Researched parents' concerns regarding new technology
We conducted qualitative customer research, carrying out nine in-depth interviews (two and a half hours each) with families in the UK in 2007/08, and surveying four focus groups of parents in each of the following markets: Germany, Italy, Portugal, Spain and the UK. The focus groups included mothers with children under 13 years of age, mothers with older children, fathers with children under 13 years of age and fathers with older children. The research found that parents are frequently less familiar with technology than their children, which makes it difficult for them to identify risks and put appropriate safeguards in place.
Concerns are growing about inappropriate content, as well as bullying and malicious use, as a result of children’s increasing use of the internet. We believe these concerns are likely to be transferred to children’s use of mobile as parents become more aware of mobile internet. Parents want to have greater control over their children’s use of mobile technology. They feel Vodafone should provide information, and easy to use access and cost controls. See Helping parents and teachers protect children.
Engaged with experts on our approach to Content Standards
We organised a workshop in November 2007, as part of a series of Vodafone CR Dialogues, to discuss how children can be protected from accessing inappropriate content via mobile phones. We invited five experts to take part in the workshop, representing the Children’s Charities’ Coalition for Internet Safety, Childnet International, GSM, the Internet Watch Foundation and AOL UK. A representative of Parent Focus also provided written input.
Participants agreed that responsibility for protecting children from accessing inappropriate content is shared by parents and operators. They emphasised that the issue is moving up the political agenda (particularly in the UK) and this remains an opportunity for Vodafone to show leadership. Participants thought Vodafone’s access controls are good but could be improved by introducing various levels beyond the existing over- or under-18 age limit, enabling parents to protect young children without denying teenagers access to more sophisticated features. Priorities for Vodafone and other operators should be to provide clear and consistent information to show parents the controls that are available, and ensure social networking partners commit to upholding shared standards.
Published guidelines on responsible content and use
The guidelines summarise our policies on Content Standards and advice on using mobiles responsibly. They also cover Vodafone’s obligations as a participant in the European Framework on Safer Mobile Use by Younger Teenagers and Children and the Mobile Alliance against Child Sexual Abuse Content.
Continued to implement our access controls and internet filters across the Group
Our access controls are available from all our local operating companies that offer age-restricted content on Vodafone live!. Our other operating companies do not offer age-restricted content.
We introduced our Group internet filter in Hungary and Romania in 2007/08, and Vodafone Czech Republic implemented a different system. This means we now offer an internet filter in a total of eight markets. Two operating companies did not meet their target to implement the filter by March 2007 – Vodafone New Zealand aims to do so by 2009 and Vodafone Australia is in discussions with the national regulator over its requirements for the filter.
We are also reviewing alternative options for operating companies that have not implemented the filter, including new technical solutions as well as education and awareness campaigns.
