So EE can't now tell its customers to upgrade to a cheaper plan if they've opted out?
Stupid interpretation of the rules here.
If EE wanted to notify its customers that they've come to the end of their plan and can save significant sums by changing to another plan or trade in their old phone for a new one they legally can't now if they've opted out.
This is just stupid shortsightedness. I agree they shouldn't just bombard with marketing but warning customers they can save money if they downloaded an app and managed their account online is surely a positive.