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EE could block ‘crass’ advertisements on your smartphone



Smartphones are a great tool for users, but they’re also perfectly positioned marketing machines.

EE is considering stemming the influence advertisers have on mobile phone users in the UK.

The network provider, currently market leader in the UK, is considering “introducing technology that will hand smartphone users the power to control the advertising they see online”, as reported by the Telegraph.

EE chief executive Olaf Swantee has begun a strategic review that will decide whether ad blockers should be rolled out to its 27 million customers.

The tools could allow users to block web advertisements, as well as ads contained within apps.

We think it’s important that, over time, customers start to be offered more choice and control over the level and intensity of ads on mobile,” Swantee told the Telegraph. “For EE, this is not about ad blocking, but about starting an important debate around customer choice, controls and the level of ads customers receive.”

The CEO continued: “This is an important debate that needs to happen soon. That’s why we’ve kicked off a strategic review internally to start considering our plans.”

According to the report, Swantee doesn’t want to let customers block all advertisements.

Instead, he wants to help kick-start improvement in the state of ads.

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“Advertising, when done well, can be a valued part of the experience,” explained the EE boss.

He added: “Not all ads are bad. When a business gets it right, it’s appreciated and sparks a connection. But when it’s intrusive or crass it can drive people crazy.”

Do you think EE should roll out ad blockers for its customers? Let us know in the comments.

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Mike Walker

November 23, 2015, 5:59 pm

O the irony of reading this on trusted reviews the website with the most banners, borders full page click to close adverts out of all the sites in my bookmarks, crass indeed!.


November 23, 2015, 6:39 pm

And the added irony that I don't see any of that as I block all ads from here. Kinda had to in order to have any chance of finding actual content, and even then it's a challenge in the News section.


November 24, 2015, 12:11 am

Online advertisers could learn so much from magazine ads. Because they can't leap out at you, jump around, shout, follow you around, or cover up what you are trying to read, so they have to be interesting and a pleasure to read. They add to the experience for most consumer interest magazines.

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