EE is considering giving customers the ability to control how they receive adverts on their mobile devices.
According to a report in the Sunday Telegraph over the weekend, the U.K. operator has launched a strategic review that will decide whether the telco’s subscribers should be given the power to restrict the quantity and type of adverts they are served, such as Website banners or videos that play automatically.
"Not all ads are bad. When a business gets it right, it’s appreciated and sparks a connection," said EE chief executive Olaf Swantee, in the report. "But when it’s intrusive or crass it can drive p eople crazy,"
The news comes as ad-funded Websites and content companies square up to ad-blocking players, which now include Apple among their rank, after the iPhone maker introduced ad-blocking software on iOS 9.
On Monday, it emerged that Yahoo was preventing some users from accessing their email if they have ad-blocking software installed.
Meanwhile, in September, The Washington Post took to redirecting readers to a subscription sign-up page if they are using certain types of ad-blocking software.
"For EE, this is not about ad blocking, but about starting an important debate around customer choice," said Swantee, in the Telegraph report.
"This is an important debate that needs to happen soon," he said.
