Switched on to privacy campaign toolkit
This toolkit contains ready-to-use communications content that partner organisations can copy and paste directly into their own channels.
Campaign overview
About the campaign
Switched on to privacy is a campaign from the Information Commissioner’s Office (ICO) to help parents and carers of 4–11-year-olds talk to their children about online privacy.
Just as parents would talk with their children about road safety or speaking with strangers, online privacy is another life skill children need as they grow up. Small, regular conversations can help children understand what personal information is, how it’s used, and how to make safer choices online.
Children are spending more time online, often using apps, games and services that quietly collect and share their personal information. At the same time, parents and carers tell us:
- they feel unsure where to start conversations about online privacy;
- they worry about getting things “wrong” or sounding too technical; and
- they are juggling a lot, and need simple, realistic advice.
Online privacy can feel invisible compared to other online harms, but it shapes children’s digital footprint from a very young age. Helping families talk about privacy early can make it easier for children to make informed choices later on.
What the data tells us
Research and insight behind the campaign shows that:
- 17% of 3-5 year olds own a smartphone and the majority of children (79%) own a smartphone by age 12. 1
- There’s an estimated 4.1m UK households with at least one child aged 4-11-year-old. 2
- Online safety conversations begin early. 59% 3-5 year olds have discussed staying safe online with their parents or carers. This presents a strong opportunity to include online privacy. 3
- Three quarters of parents (75%) are concerned about their child’s ability to make safe choices about online privacy, yet one in five (21%) have never talked to their child about it. 4
- We found that most parents – even those who feel confident and informed – have significant gaps in their knowledge when it comes to online privacy. They may chat about harmful content, but they're not aware about the need to have conversations about privacy settings, location sharing, age settings, and other ways we share personal information online. 5
How to use this toolkit
This toolkit contains ready‑to‑use resources to help you support the campaign quickly and confidently. You can:
- copy and paste approved messages;
- choose assets that fit your channels;
- tailor copy using the optional local lines provided; and
- share at a pace that works for you.
If you use the toolkit, we’d really value your feedback. Please use the short reporting form to let us know how we can improve our support.
Contact us
If you have questions, need support, or want to talk about how to use these resources in your setting, please email [email protected]
1 Ofcom, Children’s media use and attitudes report, 2025
2 ONS, Estimated number of households containing at least one child aged 5 to 11 years UK:2019, 2020
3 Ofcom, Children’s media use and attitudes report, 2025
4 ICO, Survey of 1,000 parents of 4-11 year olds, February 2026
5 ICO, Depth interviews completed with parents as part of campaign planning, 2025