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Ethical brand ratings and accreditation since 2001

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How ethical and sustainable is EE? 

EE is a mid-ranking brand in The Good Shopping Guide’s Ethical Ratings and Comparisons Table.

EE is a mobile phone network owned by BT Group Plc and receives a passable Good Shopping Guide score in our Ethical Mobile Phones Networks Ratings Table. Although EE has not yet met our Ethical Benchmark, we hope to see the brand make progress in the future.

In which areas does EE perform well? 

In terms of our requirements for the Environment, Animals, and People, EE performs well. BT Group has set a number of fixed goals in its ‘Digital Impact and Sustainability Report’, such as achieving net-zero carbon emissions by 2045.

Additionally, EE acknowledges the ethical areas in which other mobile networks might fall short, particularly the human rights domain. In BT Group Plc’s Human Rights Policy, the company acknowledges in its statement that mobile networks have the potential to violate customers’ and the public’s privacy, as well as exploit employees and communities in its supply chain. This policy lists the regulatory bodies, such as the UN LGBTI Standards of Conduct for Business, Sourcing With Human Dignity, and others, under which they operate.

In which areas does EE perform poorly? 

Although BT Group Plc has made progress, there is still room for growth. According to our criterion for Armaments and the company’s engagement in the defence industry, the brand received a poor rating. BT’s public sector and mobile-focused teams conducted international trials of new military communications technologies.

BT claimed that it has worked as the orchestrator and integrator on a pilot project with the UK Ministry of Defence (MoD) to test the so-called “Smart HQ” technology during the joint UK-France Griffin Strike military exercise in April 2016. This technology makes it possible to quickly deploy command and control operations in dangerous or remote areas. EE (as an individual brand) also supported the project.

Built on commercially developed technologies, Smart HQ provides military field commanders with real-time data and collaborative tools to support operational decisions.

Additionally, BT Cables manufactures defence-grade cables that are intended for use in automobiles, aircraft, industrial control systems, computers, and data processors.

How can EE brand improve its Ethical Rating?

The Good Shopping Guide score results from multiple ethical criteria in relation to EE. To reach our minimum Ethical Benchmark and qualify for Ethical Accreditation, EE has some issues to resolve, including its involvement in military operations and technologies.

If your mobile phone network brand values ethics and sustainability, why not check out The Good Shopping Guide’s Ethical Accreditation? Increase customer and investor confidence and stand out from the greenwash.

Ethical performance in category


GSG score


GSG category benchmark


Ethical Rating


  • Environmental Report


  • Nuclear Power


  • Fossil Fuels



  • Animal Welfare



  • Armaments


  • Political Donations


  • Human Rights



  • Ethical Accreditation


  • Other Criticisms


= GSG Top Rating = GSG Middle Rating = GSG Bottom Rating