If providers of commercial content to mobile phones do not classify their content in line with the Framework correctly, they may be in breach of their contract with their mobile phone operator – who may in turn be in breach of the classification requirements set up by the newly created Independent Mobile Classification Body (IMCB).
The IMCB, a subsidiary company of the Independent Committee for the Supervision of Standards of Telephone Information Services, which regulates all premium rate charged telecommunications services, was set up specifically to develop a classification framework for commercial content deemed to be suitable to those aged 18 and over.
This includes still pictures, video and audio-visual material and mobile games. It does not cover general internet content, gambling services, chat rooms or text, audio and voice-only services.
According to the IMCB, content providers are now obliged to determine whether they need to rate their content as 18 by self-classifying it against the Classification Framework. "18" classified content will then be placed behind access controls, which, when combined with age verification checks, should ensure that such content is only accessed by those aged 18 or over.
The Framework fulfils one of the promises made by operators in January last year, when they published a Code of Practice to regulate access to adult services available over mobile phones. Signatories to the Code include Orange, O2, T-Mobile, Virgin Mobile, Vodafone and 3.
"This is a positive step forward in encouraging responsible access to commercial content," said IMCB Director Paul Whiteing. "However, parents and carers, with the continuing support of the mobile operators, will still need to play an active role in guiding their children about using their mobile phones appropriately."
Commenting on behalf of the mobile operators, Hamish MacLeod said:
"Today's publication of the independent Framework, the first in the world for mobile content, marks another significant milestone for the UK mobile operators in meeting their commitments under the Code of Practice for new forms of content. Customers and content providers will benefit greatly from the self-regulation of mobile content being backed up by the IMCB's independent expertise."