EE LAUNCHES AGE GUIDANCE FOR SMARTPHONE USAGE IN DRIVE TO IMPROVE CHILDREN’S DIGITAL WELLBEING

EE LAUNCHES AGE GUIDANCE FOR SMARTPHONE USAGE IN DRIVE TO IMPROVE CHILDREN'S DIGITAL WELLBEING

• EE is to issue advice on age-appropriate smartphone usage, responding to concerns about children's online safety and the impact of device usage on their wellbeing
• EE guidance is targeted at under 16-year-olds - with EE recommending under 11s use limited capability devices, such as feature phones
• The Dash+feature phone from Verve Connect is now available exclusively to EE customers
• Online safety organisations have welcomed the move, the first in a series of initiatives from EE designed to keep children safe in their connected lives
• EE has also enhanced its PhoneSmart educational platform with additional content for parents, as well as launching a national school's campaign to promote good digital behaviour

EEis taking a significant step to safeguard children in the digital world by introducing age-specific guidance for smartphone usage. The initiative comes in response to growing concerns among parents about screen time, online safety, and how digital device usage can affect child wellbeing.

The company will classify device use into three groups based on age suitability: under 11s, 11-13, and 13 -16. EE recommends that children under 11 should use non-smart devices with limited capabilities, such as feature phones, ensuring they can make texts and calls but restrict access to social media or inappropriate content.

For children aged 11-13, advises that if a smartphone is to be used, they should have parental controls enabled, as well as a family-sharing app in place such as Google Family Link or Apple Family Sharing, while restricting access to social media.

EE's guidance for 13-16-year-olds suggests smartphones are appropriate, but parental controls should be utilised to manage and restrict children's access to inappropriate sites, content, and platforms. 13-16 allows social media access but specifies it should be linked to a parent or guardian account.

The move has been backed by charity groups, including Internet Matters, a leading child safety organisation. Internet Matters CEO Carolyn Bunting said: "This initiative is timely and much needed. Parents and guardians want their children to be able to stay connected with them and to experience the benefits of digital technology, but they are also concerned about online safety and wellbeing. Our recent research showed that parents want to make their own decisions about their children's use of technology, but that many would value guidance to help them in doing so. It is fantastic that EE is supporting parents with age-specific advice to support children's diverse technology needs."

EE's guidance is part of a range of measures designed to promote safe and responsible use of technology among young people. The company has already enhanced its existing PhoneSmart platform, introducing new content and launching modules for parents with guidance on being safe and kind online. Additionally, EE is launching a national school campaign aimed at educating young people about responsible digital use.

The new measures include:

Enhanced In-App Controls: Offering easy to find parental control features to enable parents to better manage and monitor their children's device usage.

Child-Friendly Products: EE are partnering with Verve Connect, to make the Dash+ available exclusively to EE customers, this is a feature phone designed for talking and texting, striking a balance between connectivity and safety. EE also offer the Xplora X6 Play smart watch, an ideal initiation to a first phone experience. Both are on salenow.

Educational Resources: Providing comprehensive resources for parents, teachers, and children, promoting responsible smartphone use and online safety.

Family Online Safety Hub: Launching later on this year, a dedicated platform with product recommendations, guides, and FAQs to assist families in navigating the digital landscape securely.

Volunteering & Staff training: Enhancing retail staff training and creating a staff volunteer programme due to launch later on this year.

Mat Sears, Corporate Affairs Director for EE commented:

"While technology and connectivity have the power to transform lives, we recognise the growing complexity of smartphones can be challenging for parents and care givers. They need support, which is why we are launching new guidelines on smartphone usage for under 11s, 11-13-year-olds, and 13 -16-year-olds to help them make the best choices for their children through these formative years."

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