Brand recognition is everything...
"...By adding this application, Facebook users will have direct access to all the services that sit behind our ClickCEOP button which should provide reassurance to every parent with teenagers on the site..." - Jim Gamble (CEO) CEOP
Never quite sure whether Mr Gamble is a salesman, salvationist or policeman. Maybe a bit of all, who knows? - it's hard to tell, what with all the hyperbole and bluff. One thing's for sure: CEOP did get it's way - well, sort of - just as it always was going to. Even the corporate clout of Facebook isn't quite enough to stand up to this moral panic, and certainly not to the kind of emotive vitriol we hear so often from CEOP.
Positioning itself as a 'market leader' in child protection 'best practice', CEOP are all about 'the brand'. Especially the lucrative global brand. It might only be a partial victory for CEOP, not quite the mandatory front-page exposure they sought, but by capitulating even partially, Facebook are nonetheless going to be spreading that brand recognition wider still... It's worth repeating that CEOP are a part of the UK police service.
Interestingly, CEOP are all set to widen their official remit this year and beyond, to include missing children and polygraph testing.