e& has introduced Addictech, a creative awareness initiative designed to spark conversations around excessive screen use among children and teenagers aged 8–19, while guiding families toward healthier digital habits using practical tools and parental controls.
Originally debuted at GITEX 2025, Addictech presents a series of fictional, concept devices — such as SpineAlign, NeuroGrip, and Dopamine Regulator — styled like futuristic gadgets but intended as a wake-up call about posture issues, hand strain, and mental overstimulation caused by prolonged screen time and social media overuse.
Alongside awareness films and educational content, e& is directing families to its Parental Control Service, enabling parents to set limits, filter content, and monitor activity across devices. The campaign aligns with TDRA guidance on child online safety and draws on research linking excessive screen time with anxiety, poor sleep, and physical strain.
