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In an urgent advisory, the National Crime Agency (NCA) and the Internet Watch Foundation (IWF) are urging parents to reconsider the practice of posting images of their children online. This warning comes against the backdrop of a disturbing increase in AI-generated sexual abuse material, highlighting the potential risks posed by paedophiles and criminal networks who exploit publicly available content. The guidance aims to raise awareness and equip guardians with strategies to safeguard their children in an increasingly digital world.
The Alarming Rise of AI-Generated Abuse Material
Recent statistics reveal a staggering 14% increase in AI-generated child sexual abuse material (CSAM) over the past year. In 2025 alone, the IWF documented 8,029 instances of such explicit content, raising significant concerns about the vulnerabilities of children online. The NCA emphasises that many parents remain unaware of the potential dangers associated with sharing images of their children, often not realising that these pictures can be manipulated by criminals to create harmful content.
Lorna Sinclair, a child sexual abuse education manager at the NCA, remarked, “The average parent or carer does not post a picture of a child online thinking that it might be scraped to be turned into CSAM. There are lots of parents and carers who do not know that this problem exists.” This lack of awareness underscores the importance of the newly issued guidance, which aims to educate families on how to protect their children from these emerging threats.
Practical Steps for Parents
The guidance outlines specific measures that parents can take to enhance their children’s safety online. Firstly, it advises making social media accounts private and limiting the visibility of photos to a select group of close friends. The NCA and IWF underscore that they are not dictating how parents should behave online; rather, they are encouraging a mindful approach to sharing images of children.
Tim Wright, a senior manager at the NCA, stressed the importance of taking proactive steps, stating, “We encourage parents and carers to take a few simple steps today.” These steps include auditing existing social media accounts for any potentially exploitable images, discussing photo consent agreements with schools and clubs, and having open conversations about sharing decisions with children.
The guidance also points out that parents should be vigilant about images that may have been uploaded by friends or family, urging them to review these posts and discuss appropriate actions if necessary.
The Role of Schools and Community
In light of these growing concerns, educational institutions are also being called upon to take action. The early warning working group (EWWG), which includes representatives from the NCA and IWF, has advised schools to refrain from posting identifiable images of pupils on their websites and social media platforms. This precaution aims to minimise the risk of children becoming targets for online predators.
Dan Sexton, the IWF’s chief technology officer, expressed his discomfort in advising against sharing children’s photos but acknowledged the necessity of such measures. “I would be very cautious [about putting pictures of children online] because there is no protection,” he stated, emphasising the need for parents to adapt to the changing digital landscape.
Empowering Children and Parents
Videos accompanying the guidance depict everyday scenarios where parents might be tempted to share images of their children—such as sports activities or school events—while reminding them of the associated risks. The NCA and IWF encourage both parents and children to feel empowered to say “no” to sharing photos online if they experience any discomfort.
The IWF’s head of marketing, Tom Dyson, reassured parents, saying, “If you want a photograph of your children to be taken off a website or social media, you are perfectly able to do that.” This message highlights the importance of parental agency in protecting children’s digital footprints.
Why it Matters
As the digital landscape continues to evolve, the potential risks associated with sharing children’s images online have become increasingly complex. This new guidance serves as a crucial reminder for parents to remain vigilant and informed about the potential dangers their children face in a hyper-connected world. By taking proactive measures and fostering open dialogues about online safety, we can better protect our most vulnerable from the dark corners of the internet.