Don’t Put Off Talking to Kids About Online Safety
Image source: Annie Spratt via Unsplash
As marketers we are collectively obsessed with Generation Alpha. Dubbed the ‘first digital native generation’ because they have never known a world without boundless technology. While many of today’s leading marketers have come of age in a business ecosystem in which the smartphone was presented as the second screen, our children see that omnipresent smartphone in our hand as our significant other.
Yet just as kids today are the first children to grow up amidst such a proliferation of technology, parents too are the first in history to grapple with boundary setting in an era of omnipresent screens.
Let’s not pretend this isn’t difficult. As organisations and individuals, we don’t have all the answers. Yet what is universally clear is that we must invest more time and effort in educating kids about online safety. We must stop putting off these challenging conversations. There is no such thing as the perfect time.
In truth this is an issue I believe in passionately. As a parent of two young children I feel the sharp edges of this complex issue deeply. Learning how to best equip our children to navigate life online is complicated. As an industry we have both a responsibility and an opportunity to work together to support parents and children alike with compassion and empathy.
Overcoming digital overwhelm
The increased focus on young people’s mental health across the media industry is a positive step. But we need to do more to support parents and spark conversations about children’s online safety all year round; not just on online safety day.
We must not choose to ignore that parents and children need more tools and support to navigate a fast-moving and complex digital world. Trusted brands have a role to play to step up and support parents to build their confidence navigating their families online lives. We must not be paralysed by fear of getting it wrong.
We know parenting can feel overwhelming. Yet simply raging against screen time simply adds to the noise. We need to delineate between digital environments which drive creativity and those which exploit children.
Just as Generation Alpha did not choose to be the world’s first digital generation, their parents are also breaking new ground. Being the first is hard. Parenting in the digital age brings with it new questions: from navigating safe spaces online for kids, to being brutally honest about the examples we set with our own digital consumption habits. Being intentional about putting down our phones can be a positive step for all of us.
When it comes to children’s wellbeing and safety online there is no silver bullet. Research published this month from the University of Birmingham revealed that banning smartphones at school does not by itself improve academic grades and children's wellbeing. It suggested that any bans need to be part of a wider strategy to lower phone use among students. We have to think holistically about how to drive online safety and be empathetic to parents who simply do not know where to start.
Creative framework within a digital framework
Simply berating caregivers, who are disproportionately women, for the amount of time their children spend online is a zero sum game. Let’s spend our energy on encouraging open conversations with children about their online safety. From body image, to not sharing personal details online, to knowing if they see something that worries them online they must speak to a trusted adult. Sparking that conversation earlier can only be a good thing.
Brands have an important role to play in this conversation and can help parents with advertising, content and toolkits to educate children on online safety. Progressive brands are already playing a positive and empowering role in how children protect and understand their digital footprints. Lego is an excellent example of this trend. Using bricks to bring to life how cookies work the brand educates children and underlines that educating children about digital safety is key to building trusted brands.
Earlier this year Roblox created the new role of Global Head of Parental Advocacy role. Progressive brands recognise the importance of parents' voices in helping children to build their confidence online. We are looking at ways we can take these models and integrate them into BBC Studios to put safety at the heart of all we do in the space.
In fact trusted brands and much loved characters like Bluey can help parents to educate their children about online safety without confusing or overwhelming them. Watching one screen together can help spark these important conversations. While Generation Alpha is growing up with unprecedented access to new digital creative tools, as parents our job is to make sure they have a safe canvas to experiment on.
Proactive and positive conversations
There is also more the industry can do to simplify systems and better equip parents. There is still not a consistent system of age ratings for apps. Not all apps or games are independently rated, and none of the rating systems takes full account of all risks that an app or game may present. While no rating system can assess the suitability for your child’s individual needs, the lack of consistency is an additional challenge for overstretched parents.
The PEGI rating systems used for games including mobile gaming apps gives an age recommendation based on the content of the game. However, it doesn’t consider the communications or commercial functions of a game, such as the ability to message other users or in app purchases.
Many parents' first conversations with their kids about online safety will be sparked by the arrival of invoices listing these ‘surprise’ purchases in their inboxes.
The challenge ahead of us isn’t simple. But by sparking conversations with children about online safety earlier, brands and individuals can contribute to a more collaborative and safer internet experience for everyone. Let's not let fear hold us back from better supporting parents through the biggest parenting challenges of our generation.
