1. Euforbia Commercial Exploitation

2. The Players The audience to be barred / protected Parents Officials / Institutions ISPs Content Owners / Distributors Production agencies Legislators Browsers

3. The Playing Field - The Gateway

4. The Playing Field - Erotic Artists

5. The Playing Field - Hobby Sites EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA X X X X X X

6. The Playing Field - Corporations EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA EUFORBIA X X X X X

7. The Playing Field - E- Commerce

8. The Playing Field - 2nd Division

9. The Playing Field - Concerned I

10. The Playing Field - Concerned II

11. The Playing Field - Lifestyle (?) X

12. Methodology The Audience profile must be known Their permissions recorded Something has to control the permissions The nature of the content must be known It has to be described It has to be queried before it is displayed A policy has to be set in relation to content

13. Drivers Legislation / Directives Public / Media pressure Market issues Public / Institutional concerns Content creators objectives Legitimate Organisations / businesses Private / amateur operators Commerce Standards (eg metadata formats)

14. Scenarios Government Action / Legislation Viable solution required that can be implemented by all parties without undue burden If such a solution existed then Government could act on ISP’s to require them ONLY to host sites that have been described according to prescribed standard or else face prosecution This lays foundation for widespread commercial exploitation of Personal Filters.

15. Scenarios No Legislation Government funding for a Classification Body ? Parent / Administrator / Institution control over what? How? Manual device Vs Automated device At site design point At ISP - ISP Licencing? At User installation At Browser - No description = don’t display

16. Scenarios The BIGGER picture The content of ALL sites would need to be described What will leverage that scenario? Benefits user on information retrieval - Search Engine performance ?

17. Market Perceptions Underblocking Overblocking "Expert" Control Subjective

18. Market Perceptions Error-Prone Censorship / Discrimination Vulnerable Problematic / Wrong Focus

19. Users access to sites Web browser - no tag = no display Proxy Server - Display according to Rules ISP - no tag = no hosting Search Engines - no tag = no listing Direct input of URL (caught by Web Browser / Proxy Block above)

20. Market Reaction Commercial Adult Publishers Some interest and agreement from UK Co’s Most operate Adult Check / CreditCard Keys Adult Portals eg Contact Sites 800 contacted by email - little reaction ISPs 20 contacted - no expression of interest The Media 3 Press Releases timed to co-incide with major ‘porn’ stories - no coverage

21. Freedom of Expression Lobby Internet is universal and not subject to control by one state or organisation The right to express / publish Euforbia addresses this - ALL sites can be described, rather than just those featuring 18+ material Describing ALL sites offers huge benefits to the internet community The Euforbia principle should be extended

22. If all sites can be described.... Euforbia Operators, who have licenced the Euforbia Technology will be able to compete to offer mark-up services to ISPs (if that is the leverage point) or Euforbia Technology could be engineered as either - A Plug-In to site creation software Engaged at the ‘point-of-save’ An Automated Server App describing web content on-the-fly

23. There is no complete answer Firstly there doesn’t have to be BUT If the content owners are not going to mark-up their sites an intermediary will have to do it and they will seek a cost- efficient & effective solution / service

24. Who will pay? No one - not voluntarily BUT....... Euforbia is a Search Tool, or it could be, so Euforbia could be founded as a rival engine to AltaVista, Google, Excite, Yahoo et al making money from Advertising Banners, Listings Premiums on the platform of..... The Clean Search Tool