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The Information Commissioner's Office (ICO) has launched a new campaign aimed at improving children’s online privacy awareness, as research indicates widespread concern among parents alongside limited engagement on the issue within households.
The “Switched on to privacy” campaign, announced on 7 April 2026, is designed to support parents of children aged four to 11 in initiating conversations about the risks associated with sharing personal data online. The initiative positions online privacy as a core life skill, comparable to road safety or awareness of stranger danger.
The campaign follows findings that 75% of parents fear their children are not making safe choices online, despite many rarely discussing privacy risks with them. According to the research, 21% of parents have never spoken to their children about online privacy, while 38% do so less than once a month. By contrast, screen time is discussed far more frequently.
The data also highlights the extent of children’s exposure online. Nearly a quarter of primary-aged children have shared identifying information such as their real name or address, with those aged eight and nine identified as particularly at risk. A further 22% have shared personal details, including health information, with artificial intelligence tools.
Concerns extend to children’s understanding of data exchange, with 35% of parents believing their child would share personal information in return for in-game rewards or tokens. At the same time, many parents report lacking confidence in managing these risks: 46% say they do not feel confident protecting their child’s privacy online, and 42% acknowledge they may not spend sufficient time reviewing privacy settings.
The ICO warns that routine online interactions, such as accepting app permissions, can result in extensive data collection, potentially revealing behavioural patterns, personal interests and other sensitive information. Such digital footprints, it notes, may persist indefinitely and could expose children to risks including unwanted contact, grooming or exploitation.
Emily Keaney, Deputy Commissioner at the ICO, emphasised the need for a coordinated response involving regulators, technology companies and families. She noted that while regulatory action is ongoing to hold technology platforms accountable, parents also require practical support to engage effectively with their children on privacy issues.
The campaign seeks to address this gap by providing tools and guidance to help families have more direct and informed discussions about how personal data is shared and used online, with the broader aim of improving children’s digital confidence and safety.
