Three in four parents fear their child can’t make safe online privacy choices, new research from the Information Commissioner’s Office shows.

Despite this worry, most parents rarely, if ever, talk to their children about online safety.

Every day, primary school kids tap ‘accept’ on apps, games and websites – usually without realising how much personal information they may be sharing as a result.

A single click can reveal far more than a name. It can unveil friendships, interests, moods and even sleep patterns, creating a digital footprint that can last forever – or even be exploited by people with bad intentions.

No wonder 71% of parents worry the information their child shares today could affect their future.

The stark findings come as the ICO launches its Switched on to privacy campaign today to help parents of kids aged four to 11 start simple conversations about protecting their personal information online.

Backed by stakeholders, the campaign urges parents to treat online privacy as an essential life skill – as natural as teaching a child to cross the road.

According to the ICO, about a quarter (24%) of children have already shared their real name or address online, with eight and nine year olds most at risk.

Over a fifth (22%) have shared personal information such as health details with AI tools.

Thirty-five per cent of parents believe their child would share personal information in exchange for game tokens or rewards.

Many parents feel underprepared, according to the ICO, as 46% don’t feel confident protecting their children’s privacy online.

While 44% say they try but are not sure they’re doing enough, 42% say they probably do not spend enough time on their child’s privacy settings.

The research shows online privacy is one of the least discussed online safety topics: 21% of parents have never spoken to their children about it, and 38% discuss it less than once a month. By contrast, 90% of parents have discussed screen time in the past month.

Most parents (88%) think children should start learning about online privacy between ages four and 11 years.

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“The internet offers amazing opportunities for children – but every click can leave a hidden data trail and these digital footprints can last forever,” Emily Keaney, ICO Deputy Commissioner said.

“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.

“We know that where children’s details – like their name, interests and pictures – aren’t protected, the potential risks are serious: unwanted contact from strangers, grooming and radicalisation.

“Children’s online privacy requires a whole society approach. We have taken and will continue to take action to hold tech companies accountable for their role.

“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.

“This is where the ICO comes in. We want parents to feel empowered and children to feel digitally confident, because only then will they be able to start to trust in how their data is used and be part of the whole society solution that is needed for online safety.”