BA has become the first UK airline to allow passengers to use their mobile phones and tablets throughout a flight - including during take-off and landing.
From today, as long as their devices are on 'flight mode', customers can use them during taxi, take-off and landing.
BA flight training manager Ian Pringle told the BBC: "The easing of restrictions will provide an average of 30 minutes' additional personal screen time.
"With around 300 people on a long-haul flight that will mean a combined total of approximately 150 hours' extra viewing, reading or working."
The move comes after the UK's Civil Aviation Authority (CAA) lifted restrictions following a European Aviation Safety Agency (EASA) ruling in November.
Speaking to the Daily Telegraph, Mr Pringle added: "We are incredibly pleased to be the first airline in Europe to introduce these changes which will be of great benefit to our customers on any British Airways flight anywhere in the world."
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