EE could restrict the adverts its users see on their smartphones, with the company launching a wide ranging internal review into how it deals with mobile ads.
Speaking with the Telegraph, EE CEO Olaf Swantee said he wanted to start a conversation about how ads are perceived by users and what the network could do to stop them being intrusive, hampering user experience.
“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.
“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.”
Swantee said that he did not envisage EE using full scale ad blockers, but rather allowing users what kind of ads they want to see. Automatic video and full–screen banner ads could be culled by users, these being the biggest offenders when it comes to using the mobile web.
Ad blockers are becoming increasingly popular on mobile, in the same way they have been on the desktop for some years. Apple’s decision to introduce them for Safari on iOS 9 has led to a smoother, much less laggy experience.
Advertisers, however, may be concerned that EE may act as a gateway to its customers, with the suggestion that it could take a cut from the likes of Google in order to serve ads. Such a move remains speculation at this point.