“You Won’t Know Until You Ask”: UK Sounds Alarm as Parents Urged to Shield Children From Hidden Online Harm
With children increasingly exposed to body-shaming, misogyny, ragebait and misinformation online, the UK Government has launched a bold new campaign warning that silence at home is leaving children unprotected. Backed by troubling research showing that half of British parents have never spoken to their children about harmful online content, the initiative aims to put children’s safety, wellbeing and development ahead of unchecked digital growth.
A Child Protection Gap in the Digital Age
The campaign, titled You Won’t Know Until You Ask, is led by the Department for Science, Innovation and Technology and responds to a growing child protection crisis online. While 90 percent of 11-year-olds now own a smartphone, many parents admit they do not know what their children are seeing on social media platforms.
Experts warn that this gap leaves children vulnerable during critical stages of emotional, social, and cognitive development. Harmful online content can shape attitudes, self-image, and behaviour long before parents or teachers realise there is a problem.
Putting the Best Interest of the Child First
From a child-rights perspective, the campaign represents a clear shift toward prioritising the best interest of the child over rapid digital expansion. Rather than focusing solely on innovation or platform growth, the initiative recognises that children need protection, guidance, and support to navigate online spaces safely.
By encouraging parents to ask questions, start conversations, and explore the internet alongside their children, the campaign reinforces the idea that digital access must come with responsibility. The goal is not to ban technology, but to ensure it supports healthy development rather than undermining it.
Giving Parents Practical Tools, Not Just Warnings
A key strength of the initiative is its practical focus. Parents are being provided with conversation prompts, age-appropriate advice, and step-by-step guidance on using safety settings across popular platforms. This approach acknowledges that many parents want to help but lack the tools or confidence to do so.
Research commissioned by the government found that more than half of parents feel they do not have enough resources to talk to their children about harmful online material. Nearly three-quarters said they would challenge misinformation if they knew how. The campaign directly addresses this gap.
Tackling Misogyny and Algorithmic Harm
The campaign also confronts the growing concern around algorithm-driven content, particularly misogynistic material served to boys. Studies cited by the government show that even children who do not seek out such content can be rapidly exposed to it through recommendation systems.
By promoting critical thinking and open discussion at home, the initiative aims to stop harmful ideas from taking root before they shape beliefs and behaviour. Experts argue that early intervention is essential to protecting both children’s mental health and wider social values.
A National Conversation on Children’s Digital Wellbeing
Alongside immediate guidance, the campaign launches a wider National Conversation and consultation on children’s digital wellbeing. Parents and children across the country are being invited to share experiences to inform future policy and long-term safeguards.
Technology Secretary Liz Kendall said regular, open conversations at home are critical to preparing children for life online and ensuring a safe and healthy upbringing.
The campaign was developed with support from child-focused organisations including Parent Zone and Internet Matters, and will be piloted in Yorkshire and the Midlands.
Part of a Broader Safety Framework
The initiative complements protections under the Online Safety Act, which includes age verification for adult sites, new offences for non-consensual intimate images and deepfakes, and reduced exposure to harmful content.
It also aligns with efforts to strengthen digital literacy and critical thinking in school curricula, ensuring children can identify misinformation from an early age.
Empowering Families in a Digital World
Ultimately, the campaign recognises parents as the first and most important line of defence in children’s online lives. By equipping families with knowledge, tools, and confidence, it seeks to create safer digital environments where children can learn, explore, and grow without being exposed to harm.
In doing so, the message is clear. Technology should serve children, not endanger them. And protecting children’s development must always come before digital convenience or innovation.
