A new Irish campaign has earned widespread praise for capturing one of the most uncomfortable truths of modern parenting: the moment you share your child’s life online, you are exposing them to dangerous crimes.
The ad, part of Ireland’s Data Protection Commission’s “Pause Before You Post” campaign, opens with a little girl walking through a mall with her family. At first, everything seems ordinary. Then strangers begin greeting her with a familiarity that leaves the child and her parents confused.
The moment the viewer begins to feel uneasy, a voice-over cuts in:
“Every time you share their life online, you risk sharing their personal data with the world. Pause before you post.”
A campaign warning parents about the dangers of sharing images of their children online went viral
Image credits: Data Protection Comission
At one point in the ad, a woman leans toward the girl and wishes her a happy birthday. Afterwards, another stranger congratulates the child for playing football again, even chastising the father for being late to pick her up last time. None of them are known to the family.
The awkwardness of the scenario struck a nerve.
The video spread across social platforms and surpassed millions of views within days, with parents calling it one of the most effective warnings they had ever seen.
Image credits: Data Protection Comission
“This is a brilliant ad that perfectly demonstrates why I do not post about my children online,” one viewer wrote on X. “If this ad makes you feel uncomfortable, good, because this is what it looks like.”
Another parent shared a similar reflection. “I shunned social media for years for just this reason. At first I thought no one needed to know what I was doing on the daily. Then I realized you could easily know everything about someone’s life.”
The campaign is supported by data from international organizations, which warn against an increase in cybercrimes involving children
Image credits: chatoyantixora
Creative Director Mark Tuthill explained why the tone is intentionally unsettling.
“There’s nothing more dramatic than knowing your child’s image and personal data is being exploited by strangers.”
Jennifer Dolan, Deputy Commissioner at the DPC, said parents rarely realize how much information they reveal.
“From names and ages to voice recordings and everyday moments, it’s possible to build a picture of a child’s identity without parents realizing.”
Image credits: Data Protection Comission
Analytics Engineer Nicolás Vásquez told Bored Panda this is exactly how exploitation begins.
“Children and older adults are significantly more vulnerable. Even minimal data exposure, even when privacy settings are enabled, can put them at risk,” he said.
Image credits: Data Protection Comission
“Accepting a random friend request is enough. Posting a single photo at a park and another in a different location is enough. With just those two data points, someone can map out a routine and understand how a family behaves.”
Image credits: Data Protection Comission
He warns that parents often underestimate how much of their own information provides context.
“Even if I post a picture of my child, my own digital footprint provides context that exposes them. Strangers can use that information in the real world to approach, manipulate, or coerce a child. That’s the danger.”
Images of children could be used to create AI deepfakes, some of which are then shared on child predator forums
Image credits: Freepik (Not the actual photo)
The statistics behind the ad are just as alarming.
The Global Cybersecurity Forum found that 72% of children worldwide have faced at least one cyber threat. Children as young as eight are already active online, and more than 90% of 12-year-olds have a digital presence.
Image credits: Freepik (Not the actual photo)
Children face phishing attempts, harassment, hateful content, and predatory contact. One in five has been bullied or harassed. Only half feel safe online. And while 83% say they would tell their parents if something felt wrong, only 39% of parents report ever hearing such concerns.
Image credits: Freepik (Not the actual photo)
UNICEF, UNESCO, the WHO, and the UN all track the same trend: online risks are rising, and predators increasingly use digital platforms to contact and recruit children. According to the FBI, online crimes targeting children surged 144 percent in 2020 alone.
Some of the most disturbing data concerns a child’s image.
Image credits: Freepik (Not the actual photo)
A study cited by Ireland’s DPC found that only 20 photos are needed to generate an AI deepfake of a child. Data shows parents share an average of 63 photos a month.
At the same time, France’s Fondation Pour l’Enfance revealed a sobering statistic: half of the child photos found on child predator forums were originally posted by the children’s own parents.
“The issue of artificial intelligence makes everything far more complex,” Vásquez said. “Many countries still lack clear legislation around image rights, especially concerning minors.”
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