Considers what the telecommunications industry has done to counter the negative public perception of the effectiveness of the controls on the location and development of mobile phone sites. Looks at the 10 commitments signed up to by the mobile operators in 2000, which set out best practice for community and planner consultations and committed operators to funding and facilitating research on the health risks associated with telecommunications equipment. Looks at the improvements since the formation of the Mobile Operators' Association in 2003. Examines how safeguards and protection can be built into base-station site agreements to meet the key concerns of landowners and estate managers. Concludes that the industry is developing a balanced approach to addressing the issues affecting government, landowners and the public. Appended is an explanation by members of the RICS Telecommunications Forum of how sites are selected and what criteria are used.