EE introduces free in-store support sessions for parents to help manage children’s smartphone use and online safety as UK schools reopen, amid rising concerns over digital distraction and online disputes.
As children across the UK return to school, EE is trying to turn a familiar back-to-school worry into something more practical: a free, in-store session aimed at helping parents manage smartphones, social media and online safety. The retailer says the appointments, available across its shops during September and beyond, are designed to give families one-to-one support at a time when many are trying to reset routines after the long summer break.
The push is backed by EE research suggesting that phones are already a fixture of teenage life. The company says 93% of secondary school pupils are expected to arrive at school with a smartphone this week, while 87% of teachers report shorter concentration spans and 85% say online disputes and late-night scrolling are regularly spilling into lessons. Nearly two-fifths of teachers said restoring phone rules in the opening weeks of term is harder than at any other point in the year.
That concern is echoed at home. EE found that 72% of pupils say smartphones and social media have caused rows with parents over the summer, while 34% of parents say the return to school adds extra pressure as children readjust after heavier screen use. More than half of parents said the speed of technological change makes it difficult to know whether they are setting the right rules, and 52% wanted more support with the transition back into school life.
Matthew Burton, headteacher of Thornhill Community Academy and a presenter on “Educating Yorkshire”, has worked with EE and teachers to produce a free homework sheet for parents. He says the most useful conversations happen at home, around the kitchen table, and argues that smartphones are not inherently harmful if families set clear guardrails. Rachel Huggins, chief executive of Internet Matters, said the start of term offers a chance to reset digital habits, with open family conversations and clear boundaries helping children feel able to ask for help when something goes wrong.
The timing also reflects broader unease about children’s online lives. EE says 70% of parents back the government’s planned social media restrictions, due from spring 2027, but 60% worry they will be difficult to enforce. The company says 16% of parents wrongly believe the ban begins this week, underlining what it sees as a need for clearer information, alongside tools such as Safer SIMs, network-level content filters and parental controls. Research published in journals and by academic institutions has also pointed to links between problematic smartphone use and lower academic achievement, while other studies have found that even the presence of a phone can reduce concentration, suggesting the issue is not only about screen time but also about attention and classroom focus.
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