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By Jo Best, 9 July 2003 13:01

NEWS mm02 is the latest mobile operator to jump on the ethical bandwagon, publishing its first corporate responsibility report today. With the advent of picture messaging and video phones in particular, access to adult content is in the firing line. Thankfully, adult phone spam is still relatively unheard of at the moment – a situation which looks set to continue according to group public affairs director, Richard Brown. "Unlike email spam, phone spammers have to pay to reach consumers. Phone spam is unlikely to take off, because the costs involved simply make it commercially ineffective," he said. The lucrative nature of such content means phone providers are still quite happy to offer it – saying they're unwilling to act as a moral guardian of what people should and shouldn't view – although measures including number barring are being put in place to limit access among minors. While the company will be taking steps to empower the consumer - "It's all about educating the user and ensuring they're literate about what is available, as well as alerting people when they receive adult material," said Brown - it's still down to the phone user to make the final call about what they choose to view. Phone use while driving comes under the microscope in the report, too. In light of the impending government ban on phone use while driving, mmO2 gives the impression mobile companies aren't too concerned about any potential loss of revenue. Even though hands-free calling will still remain legal, it is predicting its voicemail will take up the communication slack and keep consumers using its mobile minutes. One particularly useful piece of advice to come out of the report is that "drivers should always cut short distressing calls that might disrupt their concentration". No talking to your other half on the road, then...