Salford Local Pages Childnet Research

SUMMARY OF RESEARCH

1
There are very real dangers for children using the Internet

The research highlighted that parents have real concerns about the dangers to children using the Internet. These can broadly be grouped under 3 headings: CONTENT - accessing inappropriate content including pornography, child pornography, racist/hate and violent sites.

CONTACT - being contacted through chat rooms and e-mail by those who would seek to harm or lure them.

COMMERCIAL - the blur between much content and advertising, direct marketing to children, collection of information violating privacy

Recommendation

Any Internet awareness initiative needs to address these dangers and, as well as explaining the nature of the Internet, provide clear advice and safety tips which will ensure that children remember how to keep safe on line. Initiatives need also to respond to emerging dangers that arise as the Internet develops.

2
There is enormous demand for advice

The research confirmed that Internet users (and parents in particular) are looking for authoritative, reliable and credible advice that will help them ensure that children's/pupil's experience on the Internet is positive and safe. Many of those interviewed asked "When is this awareness programme going to start?"

Recommendation

There is a real urgency in developing safety awareness initiatives whilst the use of the Internet is growing so rapidly. Such a campaign could prevent possible tragedies and there is a clear "window of opportunity" to develop appropriate responses and for Industry to show responsibility and leadership in this area.

3
Clear advice about blocking software is needed

The feedback from parents confirmed that whilst filtering software has its place, it is no fail safe guarantee that children are not accessing inappropriate material and no substitute for direct parental involvement. Furthermore parents were confused as to the effectiveness of filtering software. Parents need to recognise their part in keeping children safe online. Other strategies such as always keeping the computer in a family room, or "taking the trip together" need to be implemented in conjunction with software usage

Recommendation

Any Internet Awareness initiative needs to include advice as to filtering software and the merits and drawbacks of particular sorts(see for an example (http://www.getnetwise.org/) Advice as to how to best use software as part of protecting children online is key.

4
Parents are anxious that they are less net literate than their children

The research identified the anxiety of many parents that their children knew more about the Internet (and the dangers) than they did. Many stressed that they needed an "idiot-proof" guide to the dangers and steps to help their children avoid them. Parents are a diverse group and any advice needs to be suitable for beginners as well as those with more experience of the Net.

Recommendation

Awareness Initiatives aimed at parents must not assume a level of knowledge. Resources (such as websites) should give options for parents to pick up the basics. An "advanced" and "beginners" distinction may be helpful.

5
There are few statutory -funded initiatives

The research identified that whilst there are some excellent general Internet promotions and some specific small scale Internet safety programmes for pupils in schools, there appear to be few government-funded initiatives in member states which specifically make the general public aware of the dangers to children in using the Internet. This contrasts with the involvement that the Federal Government has taken in the USA to kick-start safety awareness programmes

Recommendation

Governments must recognise that they share a responsibility to communicate Internet safety to citizens. While the focus of their activity may be on awareness in schools, they need to examine other ways of communicating with parents e.g. websites, libraries, health centres, crime awareness campaigns etc.

6
Industry has a leading role to play in safety awareness

The research confirmed the fact that Industry involvement in safety awareness is crucial as Internet companies have good communication channels to their customers and can profile the issue. Those companies which the programme team consulted with were supportive of the concept of wider Internet safety initiatives. There are already some excellent examples of how individual companies have supported safe surfing. In joint industry-wide campaigns, companies must be careful not to let their own self interest (eg. their brand positioning) override the aims of a campaign as a whole.

Recommendation

We urge Industry to contribute, and in some cases lead Internet awareness initiatives. Individual companies should consider how they might join together with competitors to support wider Industry awareness campaigns.( eg links to central site, funding, mirror advice on their sites, etc.) Furthermore all individual companies providing Internet services should include a safety component in all that they do. The results of this research can help individual companies promote safe surfing. - see recommendations on positive tips, deliverables etc.

7
Partnerships are crucial to success

From researching existing safety awareness programmes it was clear that the most successful were ones which involved partners from all sectors, e.g. government, education, industry, child welfare, parents groups etc. Child -welfare groups, whilst they may not be able to bring funding to a partnership, have valuable advice and experience in communicating to children and parents. Where child welfare groups work together with government and industry, it is crucial that all participants are seen as equal partners.

Recommendation

Whilst forming effective partnerships is difficult, we urge the development of cross-sectoral campaigns as they potentially have the greatest impact and reinforce messages communicated by individual campaigns/groups.

8
Awareness campaigns need quality, complementary media

The research showed that for an Internet safety awareness campaign to be effective, online and off-line elements need to be integrated and complementary. Furthermore, awareness campaigns need to be imaginative and capture the user's attention and differentiate themselves from the saturation of media messages. Although a website is crucial, its production must not be seen as the sole solution. In addition there has to be significant promotion, linking and updating of the site, and other deliverables such as public service announcements, posters, leaflets, mousemats, adverts etc. must be included and targeted at different audiences

Recommendation

We urge those undertaking awareness campaigns to use different deliverables to reach different audiences. These must also be of the same high quality as general marketing messages. Initiatives need to be planned to be sustained in the medium term to ensure maximum impact.

9
Awareness campaigns need to address different audiences and need to be timely

Safety messages have to be communicated clearly and targeted at different audiences at the right time. There are different 'labels' which can be used to attract different age groups and it is vital that there is not simply a distinction between adult and child. Where does the novice teenager go? Timeliness i.e. the right time to promote safe use of the Internet is key, e.g. at the time of first hardware purchase, signing up to go online, induction into the Internet at school, start of school term, public announcements, Etc.

Recommendation

We would urge those undertaking awareness initiatives to think carefully about their audience and the timeliness of their campaign. ISPs should also provide more safety information at the point of customers signing up. Ensuring that there are effective distribution channels and partners willing to promote the campaign to audiences at key openings is crucial

10
There are few national variances

Surprisingly the research showed that across Europe most adults have similar concerns about safety and the Internet. Although the team were looking for local manifestations of "danger" and were sensitive to the country-specific cultural, linguistic and socio/economic factors which impact on the Internet, attitudes did not seem to vary greatly. There appears to be a surprising level of commonality with regards to the appropriate messages and style for communicating safety on the Internet

Recommendation

Because of this finding there is real value in sharing experience across Europe in awareness and there is scope for developing a wider pan-European awareness campaign with a multi-lingual website and deliverables etc. However, there is a need for local delivery and a wider campaign needs to complement smaller national initiatives.

11
Messages need to be positive and need to empower

The overall response from the focus groups and website research (Which included a small children's sample), showed a preference for images and styles of safety tips that emphasised the positive and helped empower children to take responsibility themselves. This reflects widespread change across Europe in cultural norms and values, with an increasing emphasis on the rights of the child and equality. There needs to be a balanced approach of not only protecting children from harmful use of the Internet, but also fostering positive use. Part of an awareness strategy needs to include directing children towards interesting and exciting sites (that are also safe) rather than simply away from harmful ones.

Recommendation

Awareness campaigns need to examine carefully the style of their messages and focus on building responsibility in children so that they can take care of themselves. Parents need to be helped to understand how they can be involved appropriately with their children's use of the Internet and how this involvement will vary with the age of the child. Further research on children's views on the messages would be beneficial in determining children's desires and expectations of parental involvement.

12
Awareness about Safety complements wider Net literacy

The ability for children to use the Internet will be an increasingly essential skill. It is crucial therefore that Internet safety is integrated with the fuller net literacy training of young people so that as well as learning how to use the Internet, evaluate the reliability of information, know how to publish and exploit the medium, children also know how to keep safe. The corollary of this is safety campaigns will be more effective as children learn these broader skills. A long term effect of good net literacy is likely to include children passing on their knowledge to their peers including safety tips.

Recommendation

More research needs to be done to connect internet safety with internet literacy programmes. Furthermore it is important that any Internet awareness campaign includes children in the design and delivery of the programme - eg. competitions to design logo, poster, tips etc. and mixes safety with what kids want. This will aid net litercy.

The background to this research and the full recommendation translated into all languages of the EU can be accessed from the separate Netaware website :

SUMMARY OF RESEARCH
1 There are very real dangers for children using the Internet	The research highlighted that parents have real concerns about the dangers to children using the Internet. These can broadly be grouped under 3 headings: CONTENT - accessing inappropriate content including pornography, child pornography, racist/hate and violent sites. CONTACT - being contacted through chat rooms and e-mail by those who would seek to harm or lure them. COMMERCIAL - the blur between much content and advertising, direct marketing to children, collection of information violating privacy
Recommendation	Any Internet awareness initiative needs to address these dangers and, as well as explaining the nature of the Internet, provide clear advice and safety tips which will ensure that children remember how to keep safe on line. Initiatives need also to respond to emerging dangers that arise as the Internet develops.
2 There is enormous demand for advice	The research confirmed that Internet users (and parents in particular) are looking for authoritative, reliable and credible advice that will help them ensure that children's/pupil's experience on the Internet is positive and safe. Many of those interviewed asked "When is this awareness programme going to start?"
Recommendation	There is a real urgency in developing safety awareness initiatives whilst the use of the Internet is growing so rapidly. Such a campaign could prevent possible tragedies and there is a clear "window of opportunity" to develop appropriate responses and for Industry to show responsibility and leadership in this area.
3 Clear advice about blocking software is needed	The feedback from parents confirmed that whilst filtering software has its place, it is no fail safe guarantee that children are not accessing inappropriate material and no substitute for direct parental involvement. Furthermore parents were confused as to the effectiveness of filtering software. Parents need to recognise their part in keeping children safe online. Other strategies such as always keeping the computer in a family room, or "taking the trip together" need to be implemented in conjunction with software usage
Recommendation	Any Internet Awareness initiative needs to include advice as to filtering software and the merits and drawbacks of particular sorts(see for an example (http://www.getnetwise.org/) Advice as to how to best use software as part of protecting children online is key.
4 Parents are anxious that they are less net literate than their children	The research identified the anxiety of many parents that their children knew more about the Internet (and the dangers) than they did. Many stressed that they needed an "idiot-proof" guide to the dangers and steps to help their children avoid them. Parents are a diverse group and any advice needs to be suitable for beginners as well as those with more experience of the Net.
Recommendation	Awareness Initiatives aimed at parents must not assume a level of knowledge. Resources (such as websites) should give options for parents to pick up the basics. An "advanced" and "beginners" distinction may be helpful.
5 There are few statutory -funded initiatives	The research identified that whilst there are some excellent general Internet promotions and some specific small scale Internet safety programmes for pupils in schools, there appear to be few government-funded initiatives in member states which specifically make the general public aware of the dangers to children in using the Internet. This contrasts with the involvement that the Federal Government has taken in the USA to kick-start safety awareness programmes
Recommendation	Governments must recognise that they share a responsibility to communicate Internet safety to citizens. While the focus of their activity may be on awareness in schools, they need to examine other ways of communicating with parents e.g. websites, libraries, health centres, crime awareness campaigns etc.
6 Industry has a leading role to play in safety awareness	The research confirmed the fact that Industry involvement in safety awareness is crucial as Internet companies have good communication channels to their customers and can profile the issue. Those companies which the programme team consulted with were supportive of the concept of wider Internet safety initiatives. There are already some excellent examples of how individual companies have supported safe surfing. In joint industry-wide campaigns, companies must be careful not to let their own self interest (eg. their brand positioning) override the aims of a campaign as a whole.
Recommendation	We urge Industry to contribute, and in some cases lead Internet awareness initiatives. Individual companies should consider how they might join together with competitors to support wider Industry awareness campaigns.( eg links to central site, funding, mirror advice on their sites, etc.) Furthermore all individual companies providing Internet services should include a safety component in all that they do. The results of this research can help individual companies promote safe surfing. - see recommendations on positive tips, deliverables etc.
7 Partnerships are crucial to success	From researching existing safety awareness programmes it was clear that the most successful were ones which involved partners from all sectors, e.g. government, education, industry, child welfare, parents groups etc. Child -welfare groups, whilst they may not be able to bring funding to a partnership, have valuable advice and experience in communicating to children and parents. Where child welfare groups work together with government and industry, it is crucial that all participants are seen as equal partners.
Recommendation	Whilst forming effective partnerships is difficult, we urge the development of cross-sectoral campaigns as they potentially have the greatest impact and reinforce messages communicated by individual campaigns/groups.
8 Awareness campaigns need quality, complementary media	The research showed that for an Internet safety awareness campaign to be effective, online and off-line elements need to be integrated and complementary. Furthermore, awareness campaigns need to be imaginative and capture the user's attention and differentiate themselves from the saturation of media messages. Although a website is crucial, its production must not be seen as the sole solution. In addition there has to be significant promotion, linking and updating of the site, and other deliverables such as public service announcements, posters, leaflets, mousemats, adverts etc. must be included and targeted at different audiences
Recommendation	We urge those undertaking awareness campaigns to use different deliverables to reach different audiences. These must also be of the same high quality as general marketing messages. Initiatives need to be planned to be sustained in the medium term to ensure maximum impact.
9 Awareness campaigns need to address different audiences and need to be timely	Safety messages have to be communicated clearly and targeted at different audiences at the right time. There are different 'labels' which can be used to attract different age groups and it is vital that there is not simply a distinction between adult and child. Where does the novice teenager go? Timeliness i.e. the right time to promote safe use of the Internet is key, e.g. at the time of first hardware purchase, signing up to go online, induction into the Internet at school, start of school term, public announcements, Etc.
Recommendation	We would urge those undertaking awareness initiatives to think carefully about their audience and the timeliness of their campaign. ISPs should also provide more safety information at the point of customers signing up. Ensuring that there are effective distribution channels and partners willing to promote the campaign to audiences at key openings is crucial
10 There are few national variances	Surprisingly the research showed that across Europe most adults have similar concerns about safety and the Internet. Although the team were looking for local manifestations of "danger" and were sensitive to the country-specific cultural, linguistic and socio/economic factors which impact on the Internet, attitudes did not seem to vary greatly. There appears to be a surprising level of commonality with regards to the appropriate messages and style for communicating safety on the Internet
Recommendation	Because of this finding there is real value in sharing experience across Europe in awareness and there is scope for developing a wider pan-European awareness campaign with a multi-lingual website and deliverables etc. However, there is a need for local delivery and a wider campaign needs to complement smaller national initiatives.
11 Messages need to be positive and need to empower	The overall response from the focus groups and website research (Which included a small children's sample), showed a preference for images and styles of safety tips that emphasised the positive and helped empower children to take responsibility themselves. This reflects widespread change across Europe in cultural norms and values, with an increasing emphasis on the rights of the child and equality. There needs to be a balanced approach of not only protecting children from harmful use of the Internet, but also fostering positive use. Part of an awareness strategy needs to include directing children towards interesting and exciting sites (that are also safe) rather than simply away from harmful ones.
Recommendation	Awareness campaigns need to examine carefully the style of their messages and focus on building responsibility in children so that they can take care of themselves. Parents need to be helped to understand how they can be involved appropriately with their children's use of the Internet and how this involvement will vary with the age of the child. Further research on children's views on the messages would be beneficial in determining children's desires and expectations of parental involvement.
12 Awareness about Safety complements wider Net literacy	The ability for children to use the Internet will be an increasingly essential skill. It is crucial therefore that Internet safety is integrated with the fuller net literacy training of young people so that as well as learning how to use the Internet, evaluate the reliability of information, know how to publish and exploit the medium, children also know how to keep safe. The corollary of this is safety campaigns will be more effective as children learn these broader skills. A long term effect of good net literacy is likely to include children passing on their knowledge to their peers including safety tips.
Recommendation	More research needs to be done to connect internet safety with internet literacy programmes. Furthermore it is important that any Internet awareness campaign includes children in the design and delivery of the programme - eg. competitions to design logo, poster, tips etc. and mixes safety with what kids want. This will aid net litercy.
	The background to this research and the full recommendation translated into all languages of the EU can be accessed from the separate Netaware website :