Sky says that the first time a user tries to access a filtered website, the account holder will be notified and asked whether they'd like to amend the Broadband Shield settings or disable them altogether. That means only sites suitable for 13-year-olds or younger will be accessible until 9pm, then 18 thereafter. The company boasts that two thirds of existing subscribers have continued to use the software after they were asked whether they wanted it switched on.

Due to its high level of engagement, Sky has decided that its new Now TV Combo packages will also be afforded the same protections upon activation. The Combo packages, which launched last week, let Now TV customers sign up to TV, phone and broadband packages without a contract.

For the "millions" of existing Sky Broadband customers who haven't yet been contacted about Broadband Shield, Sky says it will ask them to make a decision "over the coming months." If it doesn't receive a reply, the adult filters will automatically be applied.