Switched on to privacy

That’s why we’ve launched our Switched on to privacy campaign – to give families simple, practical tools to support children’s privacy choices from an early age. 

Just as we naturally explain why we stop, look and listen before crossing the road, we can help children understand why it matters to pause before posting and check who can see their information. These small, everyday habits can help to build digital privacy confidence that lasts into adulthood. 

Our research shows that 75% of parents worry their child isn’t making safe online privacy choices, yet most rarely, if ever, talk to them about it. Children aged 4 to 11 are growing up surrounded by apps, games and online platforms that encourage them to share information – sometimes without fully understanding the consequences. Our research also found that nearly a quarter of primary aged children have shared identifying information such as their real name or address, and 22% have shared personal details with AI tools. These are significant decisions for young children. 

Our Switched on to privacy campaign is built around three simple steps: 

• Chat regularly with your child about online privacy; 

• Choose carefully what personal information to share, and 

• Check privacy settings on new devices and apps.

These steps are designed to fit naturally into everyday family life. Regular chats help children understand what personal information is and why it matters. Choosing what to share – together – helps build good habits. And checking privacy settings on devices, apps and games ensures they’re set up safely from the start. 

To make this easier, we’ve created an online hub ico.org.uk/SwitchedOn filled with short videos, conversation starters, practical guidance and real-life stories from families who’ve already begun these conversations. It’s designed to be accessible, supportive and useful — because we know parents are busy, and privacy shouldn’t feel overwhelming. 

As a regulator, we see how early digital footprints can follow children for years. We are taking action to make sure companies build children’s privacy into their services. But we also want to make sure we are there for families too, because we know that with the right support, children can learn to navigate online spaces safely and confidently. We see online privacy as a core life skill, and it starts with small, everyday actions. 

I encourage you to visit the Switched on to privacy hub today. Try a conversation starter, explore the guidance, or check the settings on your child’s favourite app. Every small step helps build your child’s understanding and confidence, and your own too. 

Together we can make privacy a natural part of growing up online.