Global technology group e& has launched Addictech, a digital wellbeing initiative designed to raise awareness about the risks of excessive screen use among children and teenagers aged 8 to 19, while offering families practical tools to build healthier digital habits.
First unveiled at GITEX 2025, Addictech uses a series of conceptual, fictional devices to highlight real-world physical and mental health issues linked to screen addiction. These include “SpineAlign,” which draws attention to posture problems caused by prolonged device use; “NeuroGrip,” highlighting strain from constant swiping and tapping; and “Dopamine Regulator,” which addresses mood swings and overstimulation linked to excessive scrolling. While presented like futuristic tech products, the devices serve as a wake-up call rather than real solutions.
The initiative provides parents and young people with clear guidance, short educational films, and easy-to-follow tips to recognize unhealthy screen habits early and build balanced routines together. It also highlights e& UAE’s parental control tools, which allow families to set screen limits, filter content, and monitor online activity across devices.
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, helping them make small changes that support both mental and physical health while staying connected.
The launch aligns with growing evidence around the impact of excessive screen time. Studies cited by e& show that adolescents spending more than four hours daily on non-school screen activities face higher risks of anxiety, depression, poor sleep, and physical strain, reinforcing the importance of early awareness and parental involvement.
Through Addictech and its supporting tools, e& aims to promote healthier digital habits, encourage open family conversations, and support safer, more mindful technology use among young people.
