This is how Uber is trying to make riders feel safer by Benjamin Snyder @FortuneMagazine March 25, 2015, 5:03 PM EDT E-mail Tweet Facebook Google Plus Linkedin Share icons Uber announced a series of new initiatives Wednesday aimed at making riders feel safer after a series of controversial incidents have shaken the car-hailing service’s reputation in recent months. In a blog post, Uber Head of Global Safety Phillip Cardenas said the company has issued a revised code of conduct along with building a new safety advisory board, a quality assurance program and incident response teams. “We are committed to ensuring Uber is the safest way to get around a city,” wrote Cardenas. He added that his team has been working with outside safety experts to review the service’s passenger safety procedures. Along with the new code of conduct, the newly implemented initiatives are as follows: 1. Safety advisory board: The board will review our safety practices and advise on our roadmap for adding safety features to the platform. As part of this process, we are already engaging with outside experts to help us create the strongest board possible. 2. Quality assurance program: Off-duty law enforcement and security professionals will audit activity on the platform to ensure that partners are complying with safety standards, including refusing all street hails and acting in accordance with the Code of Conduct. 3. Incident response teams: These are specially trained groups that investigate and respond to serious safety concerns that may occur. The teams are distributed in regions around the globe and are there for those critical moments when a rapid resolution is needed. The new programs come after Uber was banned in New Delhi where a passenger was allegedly raped by a driver. The service, which has a history of entering new markets and dealing with local regulations later, is also facing lawsuits in Chicago, Seattle and Washington, D.C. Uber’s latest funding rounds have valued the company at over $40 billion, making it the highest-valued company backed by private capital.