British mobile operator EE has announced it will reintroduce charges for roaming within the EU beginning next year, while several other UK carriers are instead tightening the limits of their existing fair use policies. This marks a notable shift after years during which operators publicly pledged not to bring back roaming fees following the end of the UK’s EU membership.
When the EU’s ban on roaming surcharges came into effect, operators committed to maintaining no-additional-fee roaming for customers visiting EEA countries. Most providers have stuck to that promise, but EE’s new approach departs from the industry consensus. To understand what this change really means, it helps to look at how each major operator is responding and what the EU’s rules permit.
How other UK carriers are handling EU roaming
O2 continues to offer free EU roaming with a generous allowance: customers can use up to 25GB of data per month while travelling across the EU. That cap comfortably exceeds typical usage for short trips, especially given the widespread availability of Wi‑Fi at hotels, cafes and public spaces.
Three UK has reduced its previous fair use cap from 20GB to 12GB per month. Even at 12GB, the allowance remains well above average consumer usage—European figures show average monthly data usage per user is in the single-digit gigabytes—so casual holidaymakers and most business travellers are unlikely to hit the limit in a short stay.
Three’s long-running roaming initiative, initially branded “Feel at Home,” predates the EU’s free-roaming rules and goes further than European coverage. Relaunched as “Go Roam,” it still enables roaming in a wide range of destinations beyond Europe, including the US, Australia and parts of Asia, so it remains a compelling option for frequent international travellers.
Vodafone and its youth-focused sub-brand Voxi have confirmed they will not change their existing roaming policies. Their statements indicate a continued commitment to current allowances and terms for customers roaming within the EU.
EE’s new roaming charges and what they mean
EE’s policy, effective from January 2022 for customers who sign or renew contracts after 7 July 2021, introduces an either-or choice for EU roaming: pay a daily fee of £2 to use your domestic allowance while abroad, or purchase a bundled pass. Certain EE plans—such as Smart Plan and Full Works subscribers—can select the “Roam Further” pass as a Smart Benefit, which may be included in their package.
This approach is distinct from simply imposing a higher fair use cap. Instead, EE is charging a recurring daily fee for the convenience of using your normal allowance abroad. For frequent short trips to the EU, that cost could add up and may prompt some customers to switch providers if lower-cost roaming options are available elsewhere.
Nevertheless, EE’s international passes for customers who travel beyond the EU remain competitively priced, offering value for users who roam globally rather than only within Europe.
“BT would not have taken this decision lightly. Roaming is a poisonous term for consumers after travellers were hit by exorbitant prices for years. But this is also a far cry from the bad old days. EE’s £2 per day charge represents a fraction of the cost of an EU holiday.
Still, the company knows it will not be well received by its customers, and that it has handed on a plate a clear marketing opportunity to rivals.”
That comment, from Kester Mann, Director of Consumer and Connectivity at CCS Insight, reflects the delicate balance operators face: offering straightforward, affordable roaming while protecting margins and preventing abuse of domestic allowances.
Regulatory context and political reactions
EU regulations have always allowed operators to enforce a safeguard or “fair use” limit on data used while roaming. In practice, that means carriers can set reasonable caps and apply charges if customers exceed them. The UK’s post‑Brexit trade arrangements with the EU also encourage both sides to promote “transparent and reasonable rates” for roaming, but they do not ban operators from introducing charges within the framework of fair use.
In the run-up to Brexit, UK ministers pledged to prevent a return to costly roaming fees. At the time, officials including then-Brexit Secretary Dominic Raab said the government would act if operators attempted to bring back charges. Whether regulators such as Ofcom will intervene over EE’s daily fee model remains to be seen.
From a consumer perspective, O2, Three and Vodafone are still operating within the EU law by applying caps and only charging beyond those limits. EE’s decision to add a daily roaming charge is within allowed practices but has attracted criticism because it resembles a return to per‑day fees rather than a cap-based safeguard.
Politically, some opposition MPs have seized on the change to criticise the government and operators. A more constructive focus for lawmakers would be to hold both the government and telecoms firms accountable to the promises and assurances they gave to consumers—ensuring clear communication about roaming terms and monitoring any material impacts on customers—rather than simply celebrating a perceived vindication on social media.
(Photo by Adolfo Félix on Unsplash)
Find out more about Digital Transformation Week North America, taking place on November 9–10, 2021, a virtual event exploring advanced digital transformation strategies for a world driven by digital change.