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The guidance warns against children’s extensive use of smartphones
This week, EE has published age-specific guidelines for smartphone usage, aimed at better protecting children’s digital wellbeing. The move comes in response to growing concerns among parents about the effects of screen time, online safety, and the overall impact of digital devices on children.
“We have a responsibility with EE as the UK’s best mobile network to respond to concerns about screen time, online safety and how using digital devices can affect children’s wellbeing” said EE CEO Marc Allera in a LinkedIn post.
The company’s advice is tailored to three age groups: under 11s, 11–13, and 13–16. For children under 11, EE recommends using non-smart devices with limited features, such as calls and texts but limit access to social media and other online content. For those aged 11–13, EE advises that if smartphones are used, parental controls should be enabled, and family-sharing apps like Google Family Link or Apple Family Sharing should be in place. Social media access should remain restricted.
For teenagers aged 13–16, EE suggests that smartphones are appropriate but recommends that parents use controls to manage and limit access to unsuitable sites. Social media usage is considered suitable for this age group, as long as it is connected to a parent’s account.
“This initiative is timely and much needed. Parents want to ensure their children can enjoy the benefits of digital technology while staying safe online. EE’s age-specific advice is a valuable resource to help families navigate these challenges,” said Carolyn Bunting, CEO of Internet Matters, a not-for-profit organisation that helps families keep children safe online.
Alongside the new guidelines, EE has expanded its existing PhoneSmart educational platform with new content to help parents guide their children on safe behavior online. These new measures include:
Enhanced in-app controls: Simpler parental control features, allowing parents to better monitor and manage their children’s smartphone use.
Child-friendly products: The Dash+ feature phone (a very simple handset), developed by Verve Connect, is available to EE customers. The device focuses on basic communication while prioritising safety.
Educational resources: Offering comprehensive resources for parents, teachers, and children to promote responsible smartphone use and online safety.
Family online safety hub: Set to launch later this year, this platform will provide product recommendations, guides, and FAQs to help families navigate the digital world safely.
Volunteering & staff training: EE is improving its retail staff training and launching a staff volunteer program later this year to offer more support to parents and caregivers.
“While technology and connectivity have the power to transform lives, we know that the growing complexity of smartphones can be challenging for parents and caregivers. They need support, which is why we are launching new guidelines to help them make the best choices for their children during these formative years,” said Mat Sears, EE’s Corporate Affairs Director.
Catch Marc Allera’s live CXO interview at this year’s Connected Britain, 11-12 September in London. Last minute discounted tickets are available here!
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