Trusted Reviews is supported by its audience. If you purchase through links on our site, we may earn a commission. Learn more.

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.

Related: Black Friday Deals UK

“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.

Check out our smartphone buyer’s video guide below:

Why trust our journalism?

Founded in 2003, Trusted Reviews exists to give our readers thorough, unbiased and independent advice on what to buy.

Today, we have millions of users a month from around the world, and assess more than 1,000 products a year.

author icon

Editorial independence

Editorial independence means being able to give an unbiased verdict about a product or company, with the avoidance of conflicts of interest. To ensure this is possible, every member of the editorial staff follows a clear code of conduct.

author icon

Professional conduct

We also expect our journalists to follow clear ethical standards in their work. Our staff members must strive for honesty and accuracy in everything they do. We follow the IPSO Editors’ code of practice to underpin these standards.