EE has unveiled ‘safer SIMs’, a trio of under‑18 mobile plans that bundle together network‑level content filters, throttled speeds, scam protection, and a ‘P.H.O.N.E.’ Chat guide.

The move has been backed by in‑store safety clinics across 400+ UK branches and is pitched directly at parents overwhelmed by children’s digital exposure.

At her debut briefing as CEO of BT’s consumer arm, Claire Gillies announced on Tuesday: “At EE, we aim to play a meaningful role in the lives of our customers… there is nothing more valuable to any of us than our families.”

She framed Safer SIMs as the latest step in EE’s digital well-being journey – dating back to its ‘phonesmart’ platform, Online Safety Act lobbying, and under‑16 guidance – placing the brand strategically as an active player in digital parenting.

But whether this move is a genuine leap in youth-safe tech or merely savvy branding remains to be proved by the accuracy of its execution, teen adaptability, and real-world adoption.

EE monetises parental fear

Parents are under pressure. Internet Matters’ May 2025 Pulse survey reports that 77 per cent of children aged nine to 17 have experienced at least one online harm, an eight per cent rise from the previous year.

Meanwhile, 75 per cent of parents worry their child spends too much time online.

The 2025 Wellbeing Ibdex from the same charity added that 67 per cent of children say online harm is on the rise in its emotional impact; 41 per cent have faced false information, 27 per cent were contacted by strangers, and 22 per cent saw violent content.

Ipsos polling also found that 75 per cent of parents express concern about what children are seeing online, and one in seven aren’t confident they know their child’s exposure.

EE’s leadership is banking on that anxiety.

Gillies told attendees: “Throughout the summer holidays … many parents will be navigating the most challenging topic of smartphones with your children”.