In an alarming development for families navigating the digital landscape, the National Crime Agency (NCA) has issued a strong warning to parents about the dangers of publicly sharing images of their children. The growing prevalence of AI-generated abusive content has raised serious concerns about child safety online. With a staggering 8,000 AI-manipulated images and videos of realistic child sexual abuse identified in 2025 alone—a 14% increase from the previous year—the message is clear: vigilance is essential.
A Growing Concern
The NCA, in collaboration with the Internet Watch Foundation (IWF), has highlighted the urgent need for parents to reconsider their online behaviours. The rise in AI technology has, unfortunately, led to an increase in the misuse of children’s images, which can be exploited to create child sexual abuse material (CSAM). Tim Wright, a senior manager at the NCA, emphasised the importance of prevention, stating, “While we and policing colleagues tackle offenders, prevention remains vital.”
As part of their efforts, the NCA and IWF have released comprehensive guidelines aimed at empowering parents to safeguard their children while engaging online.
Essential Steps for Parents
The new guidance outlines several practical steps parents can adopt to enhance their children’s safety. These include:
1. **Reviewing Privacy Settings**: Parents are encouraged to explore the privacy controls available in social media apps, adjusting them to limit the visibility of posts. Making accounts private can significantly reduce exposure.
2. **Scrutinising Shared Content**: It’s crucial for parents to periodically review images that have already been shared by family members. This ensures that no identifying information—such as a child’s face or school uniform—is visible.
3. **Reassessing Image Consent**: Engaging in conversations with friends, family, and institutions like schools regarding the use of children’s images is vital. Parents should also revisit any signed consent forms to ensure that they align with current comfort levels regarding image sharing.
Furthermore, involving children in discussions about their image sharing can foster a sense of agency and comfort in setting boundaries.
Understanding ‘Sharenting’
The term “sharenting,” coined in 2016, refers to the practice of parents sharing images or videos of their children on social media. This trend has sparked ongoing debates among child safety advocates, who warn of the inherent risks. These risks range from identity theft to privacy violations, particularly as children grow older and their online presence becomes more significant.
Kerry Smith, the head of the IWF, articulated the delicate balance parents must strike: “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 with the full facts at their disposal. These are not hypothetical threats; they are real.”
The Role of Technology in Safety
The rapid advancement of AI technology has added a new layer of complexity to the issue. Tools capable of altering images to create misleading representations pose a significant threat to child safety. The IWF reported that the number of AI-generated videos of child sexual abuse skyrocketed from 13 in 2024 to an alarming 3,440 in 2025. This stark rise underscores the urgent need for enhanced awareness among parents about the implications of sharing children’s images online.
In response, the government is taking steps to combat these dangers, including the banning of “nudification” applications and revising legislation to ensure that AI companies implement safeguards against the production of CSAM.
Why it Matters
As the digital world continues to evolve, the responsibility lies with parents to protect their children from emerging threats. The rise of AI presents both incredible opportunities and significant risks. By staying informed and adopting proactive measures, families can ensure a safer online environment for their children. The conversation about digital sharing and consent is more critical than ever, as it can empower the next generation to navigate the complexities of the internet with confidence and security.