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As the prevalence of artificial intelligence technology continues to rise, the National Crime Agency (NCA) has issued a stark warning to parents about the dangers of publicly sharing images of their children. Collaborating with the Internet Watch Foundation (IWF), the NCA highlights a troubling trend: the increasing use of children’s photographs to fabricate child sexual abuse material (CSAM). In 2025 alone, over 8,000 AI-generated images and videos depicting realistic child exploitation were identified, marking a 14% surge from the previous year.
The Growing Threat of AI Manipulation
The alarming rise in AI-generated abuse imagery has prompted urgent measures from authorities. Tim Wright, a senior manager at the NCA, emphasised the critical importance of prevention alongside law enforcement efforts. “While we and policing colleagues tackle offenders, prevention remains vital,” he stated, underscoring the need for proactive measures to safeguard the most vulnerable.
In light of this escalating threat, the NCA and IWF have released new guidelines aimed at empowering parents with the knowledge needed to protect their children online. The guidance encourages parents to reassess their privacy settings and consider creating “close friends” groups on social media, allowing them to share images with trusted individuals without exposing their children to wider audiences.
Understanding the Risks of Sharenting
The term “sharenting,” which refers to the practice of parents sharing images of their children on social media, has gained traction in recent years, and experts have long cautioned against its potential hazards. The digital footprints left by such posts can lead to serious consequences, including identity theft and privacy violations as children grow older. The advent of sophisticated AI tools that can manipulate images has further aggravated these concerns, allowing for the creation of misleading or harmful content that could exploit children’s likenesses.
The IWF’s analysis revealed a staggering increase in the number of AI-generated child sexual abuse videos, jumping from 13 in 2024 to 3,440 in 2025. This exponential growth signals a pressing need for parents to be vigilant about the images they share online and to engage with their children about the implications of their digital presence.
Practical Steps for Parents
To help navigate these challenges, the NCA and IWF have outlined three primary recommendations for parents:
1. **Review Privacy Settings:** Parents should utilise the privacy controls available on most social media platforms to ensure that their posts are visible only to select individuals. Making accounts private can significantly reduce the risk of unwanted exposure.
2. **Examine Shared Content:** It is essential for parents to periodically review the content shared by themselves and family members to ensure that identifiable features—such as a child’s face or school uniform—are not publicly visible. If any images pose a risk, they should be promptly removed.
3. **Discuss Image Consent:** Parents are encouraged to have open conversations with friends, family, and institutions regarding the capture and sharing of their children’s images. It is beneficial to involve children in these discussions, helping them understand their rights and feel empowered to decline image sharing when they wish.
Kerry Smith, CEO 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.”
Why it Matters
The intersection of technology and child safety has never been more pressing. As AI tools become increasingly sophisticated, the potential for misuse grows alongside them. Parents must remain informed and proactive in protecting their children from emerging threats. By fostering awareness and adopting best practices for online sharing, families can help mitigate risks, ensuring that the digital landscape becomes a safer space for the next generation. The conversation around sharenting and its implications is crucial in an era where the boundaries of privacy are continually being redefined, and vigilance is paramount.
