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Ethical brand ratings and accreditation since 2001

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How sustainable and ethical is EE?

In The Good Shopping Guide‘s Broadband Providers Ethical Ratings Table, EE can be found. The internet service provider has not yet lived up to our ethical standards, but we are certain that in the future, it will make the necessary adjustments to operate as a more ethical and sustainable broadband provider.

By requesting Ethical Accreditation, which would entail a more thorough evaluation and recommendations for ethical development, EE would be able to raise consumer confidence and operate as a more ethical brand.

The Good Shopping Guide to Ethical Broadband Providers has more details on why ethics should be taken into account when changing broadband providers. Then, in our Broadband Providers Ethical Ratings Table compare it to other suppliers.

What does EE do?

EE was formed in 2010 as a digital communications service aiming to provide customers with the best network, best service and providing a personalised experience for customers. EE provides home and business broadband in the UK. BT acquired the EE brand in 2016 so the brand is now a part of the BT Group.

For which criteria does EE perform poorly?

For complaints about its ethical record, EE received a low score. Additionally, the brand obtains a middling score for its reports on the Environment, Human Rights concerns, and Armaments.

The Digital Impact and Sustainability Report of EE’s parent company, BT, does include certain goals, such as achieving Net Zero by 2045, but because these goals aren’t sufficiently ambitious for the business, it receives a middling Good Shopping Guide grade. Approximately 40,000 BT and Openreach employees who went on strike because their salary was not increased to reflect rising living expenses, more detail on this story about the ethics of employment can be found here.

Additionally, BT worked with BT defence, and its website has a section describing its military operations.

Past Criticisms of EE’s ethical record

The parent firm of EE, BT, has come under fire for allegedly being insensitive to customers who are dealing with the loss of a loved one in relation to their accounts with the company.

In addition, BT came under criticism for allegedly overcharging customers for landline phone services, potentially qualifying around 2.5 million BT customers to £500 in compensation.

In what areas does EE score well for its ethics?

Given that the company stopped processing nuclear fuel in 2022 and nuclear power in 2003, EE obtains great marks for its Nuclear Issues.

Additionally, the broadband provider scored highly in the areas of Political Donations, Animal Welfare, and Fossil Fuels.

How can EE improve its Ethical Rating?

The Good Shopping Guide divides a brand’s Ethical rating into three categories: the Environment, People, and Animals.

For more specific advice on how to improve, EE could submit an application for Ethical Accreditation.

By creating Environmental Reports with more ambitious aims and ending all military offers, the broadband provider may raise its rating and satisfy our essential ethical standards.

If you work for or with a TV or broadband firm that values ethics highly, why not check out The Good Shopping Guide’s Ethical Accreditation? Get in touch with us to learn more, or complete our short form for an initial sustainability and business ethics evaluation.

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