Global technology group e& has launched Addictech, a new digital wellbeing initiative aimed at raising awareness about the risks of excessive screen time for children and teenagers. The campaign targets families with children aged 8 to 19, providing practical tools and resources to foster healthier digital habits.
A Creative Approach to a Modern Problem
First unveiled at GITEX 2025, Addictech utilizes a series of conceptual, fictional devices to illustrate the real-world physical and mental health issues associated with screen addiction. These imaginative products serve as powerful conversation starters rather than tangible solutions.
The lineup includes “SpineAlign,” which highlights posture problems from prolonged device use; “NeuroGrip,” which draws attention to the physical strain caused by constant swiping and tapping; and the “Dopamine Regulator,” which addresses mood swings and overstimulation linked to excessive scrolling.
Empowering Families with Practical Tools
Beyond its conceptual devices, the initiative provides parents and young people with clear guidance, short educational films, and actionable tips to recognize unhealthy screen habits. The goal is to help families build balanced digital routines together. Addictech also directs users to e& UAE’s existing parental control tools, which enable families to set screen limits, filter content, and monitor online activity.
Fares Hamad Fares, Vice President of Group Digital Marketing, Brand & Communications at e&, said the campaign aims to make digital wellbeing a relatable and actionable topic for families. He emphasized that the initiative helps them “make small changes that support both mental and physical health while staying connected.”
Addressing a Growing Concern
The launch of Addictech is aligned with growing evidence on the negative impact of excessive screen time. According to studies cited by e&, adolescents who spend more than four hours daily on non-school screen activities face higher risks of anxiety, depression, poor sleep, and physical strain. These findings reinforce the critical importance of early awareness and parental involvement in shaping children’s digital lives.
About Addictech
Addictech is a digital wellbeing initiative by e& designed to spark conversations about the impact of technology on young people. Through a combination of creative concepts and practical resources, the program aims to promote healthier digital habits, encourage open family dialogue, and support safer, more mindful technology use among children and teenagers.
Source: MEA TechWatch
