What’s The Problem? 
 
The use of smartphones and social media by young children poses significant risks, including exposure to inappropriate content such as violence and explicit material, as well as cyberbullying. Privacy concerns also arise, as children may inadvertently share personal information or be subject to data collection by apps. Also, the extensive use of screens can lead to mental health issues, such as anxiety, depression, and sleep disruption, while also potentially contributing to screen time addiction and reduced attention spans. 

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As EE says, parental concerns are growing as children increasingly use devices at a young age, often bypassing age restrictions to access social media. These concerns centre on the content that children are exposed to, the amount of time they spend on devices, and the potential impact on their mental wellbeing and social development. In fact, children themselves report mixed experiences with social media, indicating that while it offers social connection, it can also lead to stress, anxiety, and feelings of inadequacy. 

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In the UK (back in March), a Parentkind survey showed that 58 per cent of parents would support the idea of introducing a ban on smartphones for under 16s (77 per cent among parents of primary school children). The survey also showed that 83 per cent of parents said that they felt smartphones are potentially harmful to young people.

 

EE’s Initiative Targeting Under 16s 

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In response to parental concerns about the above-mentioned issues, EE says its initiative is targeting under-16-year-olds. The initiative classifies device usage into three groups based on age suitability: under 11s, 11-13, and 13 -16.

  

Key Recommendations 

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EE’s key recommendations for each group as part of the initiative are that: 

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– Under 11s should only be allowed to use limited capability, non-smart devices, such as feature phones and that parents could ensure they can make texts and calls but restrict access to social media or inappropriate content. 

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– For children aged 11-13, the advice is that if they use a smartphone, it 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. 

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– For 13-16-year-olds, EE suggests that smartphones are appropriate, but parental controls should be used to manage and restrict children’s access to inappropriate sites, content, and platforms. EE says this age group’s smartphones should allow social media access but should be linked to a parent or guardian account.   

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Backed By Charity Groups 

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EE is keen to stress that this smartphone guidance initiative has the backing of recognised charity groups, including Internet Matters, a leading child safety organisation. For example, 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.”

 

Part Of A Range Of Measures

 

EE also says that the initiative is part of a wider design to promote safe and responsible use of technology among young people, which also includes enhanced in-app (parental) controls, child-friendly products (through a partnership with Verve Connect, to make the ‘Dash+’), and a family online Safety Hub, to be launched later this year. 

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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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Other Mobile Operators? 

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EE is not the only mobile operator to have initiatives to protect their youngest customers. For example, Vodafone has its “Digital Parenting” platform, providing parents with tools and advice on managing children’s online activity, including guidance on setting screen time limits, and understanding online risks. Similarly, O2 has partnered with the NSPCC to offer resources and workshops aimed at educating both parents and children about online safety and responsible use of technology. 

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Government 

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It’s worth noting that back in May, the House of Commons Education Committee asked the UK government to consider a total ban on phones for under-16s. Although this wasn’t supported by the Prime Minister, he did say that the government would be looking again at what content young people can access online. It’s also worth noting that the initiatives by UK mobile operators like EE, Vodafone, and O2 to promote online safety for children are closely aligned with the objectives of the UK’s Online Safety Bill which mandates that companies must take proactive steps to protect users, particularly children. 

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What Does This Mean For Your Business? 

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In today’s digital society, the use of smartphones by children can offer several benefits, such as keeping them connected with family and aiding in their learning and development.

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However, the increasing concerns about online safety and the impact of digital device usage on children’s well-being cannot be ignored. EE’s initiative to guide smartphone usage for different age groups, therefore, highlights the growing recognition of these issues and the need for tailored approaches to address them. For EE and other mobile operators, this initiative could, of course, mean an enhanced reputation as a responsible company that is seen to care about the well-being of its youngest users.

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By offering practical tools and guidance, these companies can not only mitigate potential risks but also build stronger relationships with parents and guardians who are looking for ways to manage their children’s digital lives more effectively. It may also be a way for mobile operators to stay on the right of legislation and to be seen to be responding positively to government pressure. 

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For UK parents and guardians, EE’s guidelines may provide a bit more much-needed clarity and support in an area that is becoming increasingly complex. By adhering to age-specific advice and using the recommended parental controls, families may feel better able to navigate the challenges associated with children’s smartphone use and that they are able to do something more to protect their children.

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EE’s proactive approach in this initiative could actually help children to enjoy the benefits of digital technology while minimising some of the risks, thereby supporting their mental and emotional development. Also, initiatives like these align with broader legislative efforts, such as the UK’s Online Safety Bill, reinforcing a collective move towards a safer digital environment for young users. For children, this could mean a safer, more structured online experience that could promote positive interactions and healthy digital habits. As these practices become more widespread, they may set a higher standard for how technology can be used responsibly to enhance, rather than harm, young lives.  

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However, it’s not just mobile operators that need to step up. Social media companies also play a crucial role in making the digital world safer for children and these platforms must take greater responsibility by implementing stricter age verification processes to prevent underage users from accessing content that is not suitable for them. Many believe that social media companies could be doing a lot more to enhance their content moderation systems to swiftly identify and remove harmful content, such as cyberbullying, explicit material, and misinformation. They could also provide better tools and resources for parents and guardians to monitor and control their children’s activities on these platforms, promoting a safer online environment. By collaborating with mobile operators, educators, and policymakers, social media companies could, therefore, be part of a more comprehensive approach to safeguarding children in the digital space.