The UK government has launched a new "You Won't Know Until You Ask" campaign to urge parents across the country to talk more openly with their children about the harmful content they may encounter online.
UK Government's New Campaign and Why It Matters
The initiative is led by the Department for Science, Innovation and Technology (DSIT) and is designed to give parents practical tools and clear advice on starting conversations about social media, games, and other online platforms.
Government‑commissioned research shows that half of British parents have never spoken to their children about harmful online content, even though around 90% of 11‑year‑olds now own a smartphone.
Ministers say the campaign aims to close this gap by helping families discuss issues such as body‑shaming, rage‑bait, misogynistic material, and misinformation that children can see on their feeds, according to the Adobo Magazine.
Technology Secretary Liz Kendall said many parents are worried about what their children see and do online, often out of sight and beyond their control, and need support to feel confident in raising sensitive topics.
Officials stress that the message "You Won't Know Until You Ask" is meant to remind parents that children rarely volunteer information about troubling content unless adults make space for these conversations.
How the Campaign Works
The campaign centres on a new online advice hub that brings together guidance on safety settings, step‑by‑step instructions for using parental controls, and suggested questions parents can ask about what their children are watching and sharing, Care.org reported.
Backed by behavioural research and academic insight, the resources include age‑appropriate conversation starters and tips for tackling misinformation, harmful algorithms, and toxic content in a calm, supportive way.
Marketing activity will feature TV adverts, video‑on‑demand spots, and social media content on platforms such as Facebook, Instagram, and TikTok, showing everyday family scenes where harmful content is only visible on a child's phone.
Radio ads, smart‑speaker messages, and influencer partnerships will also be used to nudge parents to set weekly reminders to talk about online life and to share experiences with other families.
Pilot Regions and Next Steps
The government is piloting the campaign first in Yorkshire and the Midlands, with TV and digital adverts rolling out in these regions from 16 February 2026 so that officials can test the approach and gather feedback before a wider rollout.
Alongside the public information push, ministers are opening a National Conversation and a three‑month consultation on children's digital wellbeing, seeking views from parents, children, schools, and experts on longer‑term measures.
Officials say the work builds on the UK's Online Safety Act and recent steps to introduce stronger age‑verification checks on adult sites, with the overall goal of giving every child a safer, healthier digital upbringing, as per Nation.
