Abu Dhabi, 23rd June 2025 – In an important step towards improving online safety for children across the UAE, e& UAE, the flagship telecom arm of e&, has launched a new online safety solution called ‘Parental Control.’
This comprehensive service delivers a complete parental control solution, empowering parents to filter content, regulate internet access, and set usage limits to foster a secure and controlled online environment for their children.
Khaled ElKhouly, Chief Consumer Officer, e& UAE, said: “In today’s digital age, children are more connected than ever, often without the guidance or safeguards needed to navigate the online world safely. They encounter a vast digital landscape filled with opportunities but also unseen risks. In an era where digital safety is paramount, our Parental Control service empowers parents with cutting-edge tools to create a secure and balanced online experience for their children.”
A 2024 study by the UAE Cyber Security Council and Kaspersky Labs reveals that 97 per cent of children in the UAE regularly use various gadgets, with tablets being the most popular at 68 per cent, followed by smartphones at 57 per cent. The study also highlights children’s most common online activities, with 64 per cent spending their time watching videos, pictures, and photos. Additionally, 52 per cent engage in playing video games, while 42 per cent use the internet for educational purposes, such as preparing for classes or studying. Furthermore, 48 per cent of children aged 11-14 have been contacted by a stranger online. These findings underline the widespread and diverse online habits of children, further emphasising the need for enhanced digital safety measures.
With Parental Control’s features, including device monitoring, parents can seamlessly block unwanted applications with a single click, creating a safer digital environment for their children. Content filtering adds another layer of protection by restricting access to inappropriate websites, ensuring a more secure and responsible browsing experience. The service also protects against emerging cybersecurity threats by blocking access to malicious websites and unsafe downloads—helping shield children from phishing attempts, scams, and other online risks. Additionally, the screen time feature empowers parents to set customised time limits on internet usage, encouraging healthier digital habits. Designed for ease and efficiency, these features give parents greater control over their children’s online activity, helping them navigate the digital world with confidence and peace of mind.
e& UAE offers several Parental Control packages for its postpaid, prepaid, and eLife customers, available through the e& UAE app and website at AED 30 per month, with a first-month free trial. The “Parental Control Mobile” option allows parents to monitor and manage devices wherever their children are—whether connected to mobile data or Wi-Fi—ensuring protection on the go. It provides coverage for up to 10 devices. The “Parental Control Home” option, on the other hand, provides unlimited protection for all devices connected to the household Wi-Fi network—delivering always-on security inside the home. Additionally, these services are available for free with the purchase of select Samsung devices or a Kids SIM Card, making it easier for parents to safeguard their children’s online activities.
The Parental Control service is designed for seamless compatibility across devices, ensuring a hassle-free experience for families. It fully supports both iOS and Android devices, allowing parents to manage their children’s online activity regardless of their preferred platform. Additionally, no SIM card is required for a child’s phone or tablet, as the service operates smoothly over both Wi-Fi and mobile networks, providing continuous protection and flexibility across different connectivity options.
The Parental Control service can be purchased through the e& UAE website, providing a seamless and convenient setup for families: https://www.etisalat.ae/en/c/digital-lifestyle/parental-control.html
About e&
e& is a global technology group committed to advancing the digital future across markets in the Middle East, Asia, Africa and Europe. With the group’s financial performance in 2023 showing a consolidated net revenue of AED 53.8 billion and a net profit of AED 10.3 billion, e& continues to maintain its position as a financial powerhouse, reflected by its strong credit rating and solid balance sheet.
Founded in Abu Dhabi over 48 years ago, e& has evolved from a telecom pioneer into a technology group. Its footprint now spans 38 countries, offering a comprehensive portfolio of innovative digital services ranging from advanced connectivity, entertainment, streaming and financial services to AI-powered solutions, cloud computing, ICT, cybersecurity and IoT platforms.
The Group is structured around five core business pillars: e& UAE, e& international, e& life, e& enterprise and e& capital, each catering to distinct customer and market needs. These pillars empower e& to lead in various sectors, from telecom and digital lifestyle to enterprise services and venture investments. The ongoing strategic investments in AI, IoT, 5G and cloud services reinforce its leadership in the global technology landscape, driving the future of smart connectivity and innovation.
Driven by innovation, sustainability and a commitment to digital empowerment, e& is set on creating a smarter, more connected future for individuals, businesses and communities.
To learn more about e&, visit eand.com.
About e& UAE
e& UAE is the flagship telecom arm of e& in the UAE, built on a 5-decades legacy of connectivity excellence. Our mission is to deliver world-class superior connectivity experiences that fuel the UAE’s future-focused innovation.
Leveraging the latest world-class technologies, e& UAE aims to transform lives and industries, turning every connection into an opportunity for growth and every interaction into a transformative possibility.
We are focused on expanding our core services and digital marketplaces by enriching consumer value propositions that cater to new lifestyles and emerging demands beyond core telecom services, including health, insurance and gaming.
As a trusted enterprise partner, e& UAE continues to power entire industries with 5G and AI, delivering a tailored ecosystem of solutions to meet their connectivity needs and more, empowering them to automate, innovate, transform, and scale.
Strengthening our leadership position as an AI-powered telco, e& UAE delivers seamless connectivity, cutting-edge AI solutions, and sustainable innovation to uplift people and communities, and empower businesses and industries, so everyone thrives in a digital-first world.
To learn more about e& UAE, please visit: https://www.etisalat.ae.
