The UK government is calling on parents to discuss online safety with their children in a new initiative providing parents with practical support to talk to their children with confidence.

Backed by behavioural research and academic insights, new guidance has been made available to parents on safety settings, conversation prompts, and age-appropriate advice for tackling misinformation and harmful content – including ragebait and misogynistic content.

It comes as a response to parents who have been calling out for support on how to navigate their children’s use of social media.

New government-commissioned research released in conjunction with the initiative shows that half of British parents admit having never spoken to their children about harmful online content, despite 90% of 11-year-olds now owning a smartphone.

In a poll of over one thousand UK parents, most said they feel confident they understand online platforms – yet a quarter felt they don’t know what their child is seeing.

Over half of British parents also said they haven’t come across any resources to help them navigate these conversations. Nearly three quarters of parents have said they would feel comfortable correcting misinformation if properly equipped.

The campaign is launching alongside a National Converstion and consultation on children’s digitial wellbeing, with the government engaging directly with parents and children across the country to shape longer-term measures.

“I know many parents are worried about what their children see and do online – often out of sight, and at times beyond their control,” tech secretary Liz Kendall said.

“We’re launching a new campaign to support parents and give them practical tools to have regular, open conversations with their children about what they see and how they interact online.

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“We are determined to give children the childhood they deserve and prepare them for the future. That is why we are supporting parents with this campaign and launching a consultation on how young people can live and thrive in the age of social media.”

The hub encourages parents to explore the internet together with their children and ask open questions, such as “How does this post make you feel?”, “Who shared this content?” and “Why do you think they posted it?”.

Evidence shows boys are particularly at risk of being algorithmically served misogynistic and harmful content, often without seeking it out. The campaign’s emphasis on building critical thinking skills is designed to help parents talk openly about this kind of material before harmful attitudes take root.