The Information Commissioner's Office (ICO) has launched a new initiative aimed at helping parents talk to their children about protecting their personal data online.

The “Switched on to privacy” campaign targets parents of children aged four to 11 and encourages families to treat online privacy as a core life skill. It provides practical guidance on starting conversations about personal data and understanding privacy settings across apps, games and websites.

The scheme’s launch follows survey findings from the UK regulator indicating that three quarters of parents worry their child cannot make safe online privacy decisions.

Despite the findings, the ICO said discussions about the topic remain limited. Twenty-one per cent of parents have never spoken to their children about online privacy, and 38 per cent discuss it less than once a month. By comparison, 90 per cent reported talking about screen time during the same period.

The regulator warned that children frequently share personal information online without fully understanding the implications. According to the survey, 24 per cent of primary school-aged children have shared their real name or address online, while 22 per cent have provided personal details such as health information to AI tools.

In addition, 35 per cent of parents believe their child would exchange personal data for in-game rewards.

Despite these risks, many parents taking the survey said they feel underprepared to manage their children’s online privacy. Nearly half reported lacking confidence in protecting their child’s personal data, and more than 40 per cent said they do not spend enough time reviewing privacy settings.

The campaign includes an online hub offering three core steps for families: talking regularly about online privacy, choosing carefully what personal information to share, and checking privacy settings on devices and apps. The guidance is designed to help parents build children’s awareness gradually as they develop digital skills.

Emily Keaney, deputy commissioner at the ICO, said the internet offers “amazing” opportunities for children but warned that digital footprints created at a young age can persist and potentially expose them to harm. She added that parents often lack guidance on how to discuss privacy issues, which the campaign aims to address.

"We wouldn't expect our children to share their birthdays or address with a stranger in a shop, because we'd explain stranger danger to them from a very young age, but kids these days are growing up online,” Keaney said. “Children’s online privacy requires a whole society approach […] there's a role for parents too but the problem is that many families have never been shown how to talk to their children about online privacy.”

The initiative forms part of the ICO’s broader work on children’s data protection, including enforcement of its Children’s Code, which requires online services likely to be accessed by under-18s to prioritise high privacy standards by default.

The regulator said improving children’s understanding of data privacy will support safer digital participation and help build trust in how personal information is used.

The UK government is also exploring ways to protect children from harm online. It announced in March that it is piloting social media restrictions for children in 300 households across the country.

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