The Cloud has become the first UK broadband provider to launch default internet censorship services, it has been announced.
Consumers connecting to the internet at the firm's public Wi-Fi hotspots will be blocked from accessing websites featuring adult content.
The Cloud - which is owned by broadband provider Sky - announced the move following consultation with clients operating in the retail and hospitality sectors.
Website-blocking measures will be introduced in mid-October, the firm has revealed.
Vince Russell, Managing Director of The Cloud, said Wi-Fi users want to be able to surf the web "but with the confidence their children won’t run the risk of being exposed to inappropriate material".
"Our new default setting means parents can have peace of mind that their children are protected in public places when they’re online," he stated.
"Having been the first in the UK to offer this protection as an option to our partners in October 2007, we're proud to continue to be leading the Wi-Fi industry in this important area."