EE offers families free in-store ‘Parents Evening’ online safety sessions ahead of new school year
EE is bringing ‘Parents’ Evening’ sessions to the high street for parents amid back to school season. The one to one bookable appointments have been designed to help families manage young people’s online safety and social media use. This builds on support already offered to young people, including Safer SIMs and smartphone guidance.
It comes as millions of families across the UK prepare for a return to school this week. EE says it is aiming to set the stage for a national conversation between parents and teachers about smartphone safety. Smartphone ownership is now the norm among secondary school children, with nine in ten expected to walk through the school gates with one in their pocket this week. But new research from EE finds parents, teachers and pupils are all expecting fallout from a summer of out of school screentime to spill into the classroom this term and are calling for help making the return to routine easier.
Nine in ten secondary school teachers have seen concentration spans shorten in recent years. A further 85% are seeing issues originating online, from group chat fallouts to late night scrolling, routinely disrupt lessons and eat into valuable learning time. It’s a challenge most pronounced in the weeks after the summer holidays. Two in five teachers say re-establishing phone rules and expectations with pupils in the first few weeks of term is significantly harder than at any other point in the year.
Matthew Burton, Headteacher of Thornhill Community Academy and star of Channel 4's Educating Yorkshire, says: "Establishing good routines after a long summer holiday is crucial. We often see pupils come back to school after six weeks of relative freedom online and land with a bump at their school desk. For teachers, a lot of the first half of term is spent getting pupils to shake those bad habits and refocus on their studies.”
“This isn’t about demonising parents for letting kids use smart devices; with the right guardrails they can be an invaluable resource. But as a parent myself I know that the conversations that make the biggest difference happen at the kitchen table, so I wanted this homework sheet to give parents some genuinely useful tips to give their children the best possible start to the new school year."
At home, the picture is similar. 72% of pupils say smartphones and social media have led to arguments with their parents this summer, and a third of parents say the return to school adds further pressure as children readjust after heavier than usual screen use. For parents, the concern is as much about promoting safe use as it is curbing over-use. 31% are concerned that their child is experiencing negative or harmful content online.
For 55%, the pace of technological change is overwhelming, making it difficult to judge whether they are setting the right rules at home. 52% state that dedicated sessions on children's online safety would help them navigate the period.
Claire Gillies, CEO, Consumer at BT’s Consumer Division, comments: "The digital world brings huge opportunities for young people, but it can also be a source of anxiety for parents. As a parent of a teenager myself, I understand those challenges firsthand. That’s why we’re committed to giving families practical support and trusted advice when they need it most.”
“As the UK’s best network for families, we are committed to helping people stay connected with confidence. From our ‘Parents Evening’ sessions to Safer SIMs and smartphone guidance, EE is helping families make informed decisions as children head back to school. We’ve made tens of thousands of appointments available in our stores nationwide, and I encourage parents to take advantage of that support.”
Throughout September, free half hour online safety appointments will be available in EE stores nationwide, giving parents one to one time with a trained colleague to set up parental controls, review app settings and talk through the questions they are not sure how to ask. The sessions will also be available throughout the academic year, so parents can book in a refresher session every term.
EE has also worked with Matthew Burton, alongside teachers from across the country, to create a free 'homework sheet' for parents. The ten-minute exercise is designed to help parents start the conversation and set up effective parental controls before the new term gets under way.
Rachel Huggins, CEO at Internet Matters, says: “Many parents tell us they feel overwhelmed when it comes to their children’s online safety and that managing children’s screentime can feel like a constant battle. After a summer of changed routines and often increased screen use, the start of a new school year can be an ideal opportunity for families to reset digital habits and expectations together.”
“One of the best places to start is with open and honest family conversations. Taking an interest in children's online lives, discussing why boundaries and balance on screen use are important and making sure they know they won't be blamed if something goes wrong can help create the trust they need to seek support when it matters most. The EE homework sheet is a useful way to help parents kick-start those conversations, while EE's Parents' Evenings make it easier for busy families to access practical support on parental controls and online safety settings. Conversations and controls go hand in hand, and together they can help children enjoy the benefits of the digital world safely and confidently.”
2026 RTIH Innovation Awards
High street retailers will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
