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In a stark warning, the National Crime Agency (NCA) has advised parents against publicly posting images of their children online due to a troubling surge in AI-generated child sexual abuse material (CSAM). Collaborating with the Internet Watch Foundation (IWF), the NCA highlighted the alarming trend where children’s images can be manipulated to create exploitative content, raising significant safety concerns for families navigating the digital landscape.
A Growing Threat
The IWF’s findings are particularly alarming. In 2025, analysts identified over 8,000 AI-generated images and videos of realistic child sexual abuse—an increase of 14% from the previous year. Tim Wright, a senior manager at the NCA, emphasised the importance of prevention alongside enforcement efforts, stating, “While we and policing colleagues tackle offenders, prevention remains vital.” This sentiment underpins a new set of guidelines released by both organisations, aimed at equipping parents with strategies to safeguard their children online.
The rise in AI-generated abuse imagery highlights a pressing need for heightened awareness and protective measures. The IWF reported a staggering jump in the number of AI-generated videos depicting child sexual abuse, increasing from 13 in 2024 to 3,440 in 2025. Such figures underline the urgency with which parents must act to protect their children from potential exploitation.
Guidance for Parents
To combat these risks, the NCA and IWF have issued practical advice for parents. Their guidance includes several actionable steps that families can take to enhance online safety:
1. **Review Privacy Settings**: Parents are encouraged to utilise privacy controls available in most social media applications. These settings can help restrict the visibility of posts, ensuring that only trusted individuals can view shared content.
2. **Examine Shared Content**: It is crucial for parents to periodically review the images and videos already posted online, ensuring that no identifiable information—such as a child’s face or school uniform—compromises their privacy.
3. **Reassess Image Consent**: Parents should engage in conversations with friends, family, and institutions like schools regarding the sharing of their children’s images. This includes reviewing any consent forms that may have been signed regarding the use of such images.
The guidance encourages a collaborative approach, suggesting that involving children in discussions about their online presence can empower them to express discomfort about sharing their images.
The Risks of ‘Sharenting’
This advisory comes amid ongoing discussions about “sharenting,” the practice of parents sharing images or videos of their children on social media. While the term was added to the Collins English Dictionary in 2016, experts have long raised concerns about the potential dangers associated with this trend. Beyond the immediate risks of identity theft and privacy erosion, the evolution of AI tools capable of manipulating images has added a new layer of complexity and danger.
Kerry Smith, CEO of the IWF, articulated the delicate balance parents must navigate: “We don’t want to say don’t share your children’s images with the people you love and trust, but we want everyone to be aware of the potential risks and make an informed decision.” It is critical for parents to understand that these are not mere theoretical threats; they present real, tangible dangers.
Why it Matters
As technology continues to evolve, so too do the risks associated with online sharing. The stark warnings from the NCA and IWF serve as a crucial reminder for parents in the digital age. By fostering an environment of proactive risk assessment and open dialogue about online safety, families can better protect vulnerable children from the insidious threats posed by AI-generated content. It is imperative that parents remain vigilant and informed, ensuring that their children’s digital footprints do not become a target for exploitation.