While Vodafone is already blocking lingerie e-stores, the EU is pushing ISPs to apply even stricter parental control and content blocking software.

The European Union confirmed that as many as 28 companies have decided to join forces in a bid to help children stay safer online.

These firms include BSkyB, Google, Apple, BT, Facebook, Nintendo, Opera, Vodafone and Microsoft, amongst others.

The actions which the companies will make sure to apply are building a better reporting system, privacy settings based on age, parental controls, forced bans in terms of child abuse websites as well as a better system to help classify content.

Digital champion and Digital Agenda vice-president, Neelie Kroes, said:

"I want children, parents and teachers to have simple, transparent and consistent protection tools to deal with these risks while making the most of this online world.

"Internet-connected devices should have parental controls installed also by default, age-rating and content classification systems need improvement - including common standards and the possibility for user-driven classification."

At the moment, Vodafone has rolled out a new app wittily called Vodafone Guardian which is "a free-to-download Android app which puts protecting young people from unwanted calls and texts, or inappropriate use of the internet, firmly in the hands of parents and carers".

The mobile operator also said that the app could not be un-installed or modified without notifying the parents.

SimplifyDigital eagerly awaits the next steps the coalition of the big 28 will take.