Review how emergency services handle location data from the public.

At present a caller cannot be sure they have the tools to reliably pass location data to emergency services as there is no defined minimum standard. There is also some serious concern that they are carrying out marketing activity for private companies, i.e. talking callers through downloading a commercial app, even in an emergency. I suggest handling at least O/S grid references should be a standard (by law), and private commercial apps should not be promoted in the middle of an emergency!