New Campaign Helps Parents Guide Children Safely Online
For most families, the online world is woven into everyday life, with children using tech to message friends, watch videos, learn new skills and express themselves creatively.
But while the digital space offers many positives, it can also expose children to harmful content.
Despite these risks, new government research reveals that half of parents have never spoken to their child about harmful online content, even though the vast majority of 11 year olds now own a smartphone. To help close this gap, a new initiative called You Won’t Know until You Ask, created with organisations such as the NSPCC and Internet Matters, is being piloted. It offers parents practical advice and the confidence to start open, supportive conversations with their child about life online.
How the pilot will work
Yorkshire and the Midlands have been selected as pilot regions for the campaign because they reflect a broad mix of families and media literacy levels, similar to the rest of the country. This means the campaign can be tested in areas that closely represent the wider population before being rolled out nationally. From mid February 2026, parents in these areas will see campaign messaging across television and social media platforms such as Facebook, Instagram and TikTok. The aim is to reach parents and direct them to a dedicated online hub packed with advice and resources.
The pilot isn’t just about raising awareness. It is also designed to gather feedback and insight into how parents use the resources, what support they find most useful and what further help may be needed. Alongside the campaign, a wider national conversation about children’s digital wellbeing is taking place, including a formal consultation in which both parents and young people can share their experiences and views. This feedback will help shape longer term policy and support.
Why these conversations matter
Many parents say they feel reasonably confident using social media themselves. However, a significant number admit they don’t always know what their child is seeing online. Algorithms can serve up extreme or sensationalised content without children actively searching for it. Content designed to provoke anger (often referred to as rage bait) can quickly gain traction. Harmful stereotypes, body-shaming posts, misogynistic messages etc., can also appear in feeds repeatedly, potentially shaping attitudes and self-esteem over time.
At the same time, families are concerned about the amount of time children spend on smartphones and the impact this has on family life. When screens reduce opportunities for everyday conversation, it becomes even more important to create space for open dialogue.
The campaign’s core message is simple: you won’t know what your child is experiencing online unless you ask.
Practical support for parents
The campaign hub provides practical advice developed in partnership with expert organisations. Rather than suggesting a single, serious one-off talk, it encourages parents to have small, regular conversations woven naturally into everyday life.
Here are some of the approaches it suggests parents use:
Explore together – Ask your child to show you their favourite apps, creators or trends. Sitting alongside them while they scroll helps you understand their digital world and shows genuine interest.
Ask open questions – Simple prompts and questions help build critical thinking skills and encourage children to pause and reflect before accepting or sharing content. Helpful questions might include:
- How does this post make you feel?
- Who shared this content?
- Why do you think it was posted?
- Do you think it’s trustworthy?
Make it routine – Regular check-ins, perhaps once a week, help normalise conversations about your child’s online experiences. When children know they won’t immediately lose their device for speaking up, they are more likely to share concerns.
Use safety settings together – The guidance also encourages parents to review privacy settings, parental controls and reporting tools across social media platforms. Exploring these features together helps children learn how to protect themselves and understand their digital responsibilities.
Importantly, advice is tailored to different ages and stages, recognising that a child with their first device will need different guidance from a teenager with greater independence.
Building resilience in a changing digital world
With countries like Australia and Spain introducing or proposing bans on social media for under-16s, this pilot campaign comes at a time of growing public concern and debate about the impact of online platforms on children. While legislation and stronger online safety laws help, talking openly at home is still one of the most effective ways to protect children, and this campaign aims to provide that reassurance and practical help. The online world will continue to evolve, bringing new opportunities and new risks. By staying involved, keeping conversations ongoing and showing a willingness to listen, parents can help their children to navigate the online world safely.