Three in four parents in the UK fear their child cannot make safe online privacy choices—but most rarely, if ever, discuss the issue with them, new research from the Information Commissioner’s Office (ICO) shows.
Every day, primary school children tap “accept” on apps, games, and websites, often unaware of the personal information they are revealing. A single click can expose friendships, interests, moods, and even sleep patterns, creating a digital footprint that could last a lifetime, or be exploited by malicious actors. No wonder 71% of parents worry that the information their child shares today could affect their future.
In response to these concerns, the ICO has launched its Switched On to Privacy campaign, designed to help parents of children aged four to 11 start simple conversations about protecting personal information online.
Angela Balakrishnan, Executive Director of Strategic Communications and Public Affairs at the ICO, explained, “Our role is to build public trust in how personal data is collected, shared, and used. Data is ultimately about people. We want families to feel informed, confident, and empowered to make decisions about their children’s information.”
The campaign positions online privacy as an essential life skill, just as natural and necessary as teaching children to cross the road safely, especially as children are already exposed.
ICO research paints a stark picture of children’s online habits:
- 24% have shared their real name or address online, with eight- and nine-year-olds most at risk.
- 22% have shared personal information, such as health details, with AI tools.
- 35% of parents believe their child would share personal data in exchange for game rewards or tokens.
Despite these risks, many parents feel ill-prepared: 46% lack confidence in protecting their child’s privacy, 44% are unsure if they are doing enough, and 42% admit they don’t spend sufficient time checking their child’s privacy settings.
Alarmingly, online privacy remains one of the least discussed safety topics. “Around one in five parents have never had a conversation about online privacy,” Balakrishnan said. “This gap between concern and action is striking, especially given how aware parents already are about screen time and general online content.”
The three Cs: Chat, Choose, Check
The campaign’s guidance revolves around three simple principles: Chat, Choose, and Check.
“We encourage families to start small,” Balakrishnan said. “It’s not about setting aside a formal time for a serious conversation. Simple chats after school, or milestone moments like a first phone or gaming account, can become opportunities to introduce ideas about privacy and data sharing.”
- Chat: Talk regularly with your child about online privacy.
- Choose: Decide together what personal information is safe to share.
- Check: Review privacy settings on new devices and apps.
The ICO’s campaign hub(ico.org.uk/SwitchedOn) offers practical guidance, checklists, tips, and real-life experiences from other parents to make these steps achievable.
“These conversations should become a natural part of family life,” Balakrishnan emphasized. “The goal is not to create fear, but to encourage awareness and informed choices.”
Broader roles in children’s digital lives
Balakrishnan highlighted the role of schools as part of a broader ecosystem:
“Schools are key partners. With digital learning tools now integral to education, both educators and students need guidance on how data is used safely and responsibly.”
The campaign also touches on the rise of AI, which increasingly intersects with children’s online interactions.
“Many of the principles we promote like thinking carefully about what information you share, apply equally to AI,” Balakrishnan said. “Our work helps people understand how these systems use data and make informed choices.”
While the campaign focuses on younger children, the ICO collaborates with other regulators, such as Ofcom, to address online risks for teenagers, including cyberbullying and exposure to harmful content.
Starting small makes a big difference
If parents could take just one practical action, Balakrishnan advises to “Start with our web hub. It’s designed to be accessible and practical. Families can take small, manageable steps: learning about privacy, initiating conversations, and gradually building confidence. Early steps make a lifetime of difference in helping children navigate the digital world safely.”
The ICO’s research and campaign underscore a critical point: concern alone is not enough. With simple, structured conversations and practical tools, parents can equip their children with the skills to make safe, informed choices online, starting as early as age four.
