The EU has implemented rules on net neutrality to ensure that internet service providers (ISPs) do not block or throttle online content services and applications. The main motive behind this is ethical, as it requires equal treatment of all internet traffic, without exception. From a deontological perspective, the EU rules are considered moral because they require ISPs to follow a set of duties and responsibilities towards their end-users. Similarly, from a consequentialist perspective, non-discrimination of internet services is considered moral because it benefits the end-users and ensures that they have equal access to all internet services.