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In a significant initiative aimed at enhancing child safety, the National Crime Agency (NCA) and the Internet Watch Foundation (IWF) have issued new guidance urging parents to reconsider the sharing of their children’s photographs on public platforms. This recommendation comes in light of alarming increases in AI-generated sexual abuse material, highlighting the urgent need for parents to protect their children from digital exploitation.
A Growing Concern
The NCA and IWF express deep concern that many parents remain unaware of the risks associated with posting images of their children online. With the rise of sophisticated AI tools, offenders can now create child sexual abuse material (CSAM) without ever needing to interact with a child directly. Tim Wright, a senior manager at the NCA, emphasised the importance of awareness, stating, “We encourage parents and carers to take a few simple steps today.”
The guidance outlines three primary actions: first, parents should check and adjust the privacy settings on their social media accounts; second, they are advised to review who can view images of their children; and third, it is crucial to engage in open discussions about granting permission for images to be shared online.
The Shocking Statistics
Recent statistics underscore the gravity of the situation. The IWF reported a staggering 14% increase in AI-generated CSAM in the past year, identifying over 8,000 instances of such material in 2025 alone. This surge has been compounded by reports of minors being blackmailed after their images were manipulated using AI technology. A poignant example involved a 15-year-old girl whose likeness was used to create a convincing fake nude image, a disturbing reminder of the potential consequences of seemingly innocent photo sharing.
Dan Sexton, the IWF’s chief technology officer, voiced his discomfort regarding the guidance, stating, “I would be very cautious about putting pictures of children online because there is no protection.” This sentiment resonates with many who are now grappling with the realities of digital exposure in an interconnected world.
Recommendations for Parents
The guidance is not intended to dictate parental behaviour but rather to inform and empower caregivers. The NCA and IWF recommend that parents create “close friends” groups on social media to limit exposure and carefully consider the historical images that may still be accessible online. They also advise parents to audit their social media accounts for any images that could be exploited and revisit consent agreements signed with schools or sports clubs.
In line with the new guidance, the NSPCC has reiterated the importance of maintaining private settings for under-18s on social media. Videos accompanying the initiative illustrate everyday scenarios, reminding parents of the risks associated with sharing images of their children in public spaces.
Taking Action
The NCA’s guidance encourages proactive measures to safeguard children’s images. Parents are urged to conduct thorough audits of their online presence, ensuring that no identifiable images are available for misuse. This includes checking not only their own posts but also those uploaded by friends or family members. Discussions surrounding consent for image use should also be revisited to ensure that parents feel comfortable with how their children’s images are being handled.
Tom Dyson, head of marketing at the IWF, reassured parents of their rights, stating, “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 empowerment is vital as families navigate the complexities of digital sharing.
Why it Matters
The guidance from the NCA and IWF is a crucial step toward creating a safer online environment for children. As technology advances, so too does the potential for exploitation, making it imperative for parents to remain vigilant and informed. By taking these proactive measures, families can minimise risks and foster a culture of safety and awareness in the digital age. Protecting our children from the dangers of online exposure is not just a responsibility; it is a necessity for their well-being in an increasingly interconnected world.
