Better Internet for Kids bulletin

Welcome to the 40th edition of the Better Internet for Kids (BIK) bulletin and the last edition of 2024.

This quarterly bulletin informs you of safer and better internet issues and opportunities across Europe and beyond. In each edition, we bring you a mix of news, research and resources from many key stakeholders in keeping children and young people safe online, be they European Safer Internet Centres (SICs), research organisations, industry partners, policymakers, or other experts in the field.

The topical issue of this edition is manipulative marketing practices in online gaming as a preview of our latest AdWiseOnline campaign, launching in early January 2025.

We also reflect on the recent edition of the Safer Internet Forum (SIF), which explored Where’s the harm? Protecting children and young people against inappropriate content and bullying online. Learn more about how young people - from Europe and beyond - were, once again, at the centre of the planning, preparation and delivery of the event.

Recognising that creating a safer and better internet is a multistakeholder responsibility, we highlight various ways in which you can get involved in the coming months. We're especially keen to engage parents and caregivers and teachers and educators to gather views on the progress of the BIK+ strategy so far, while teachers, educators, and other members of the children's workforce are invited to sign up for our new, free MOOC (massive open online course) on child online safety. Furthermore, we also invite you all to participate in the annual Safer Internet Day (SID) celebration, taking place throughout February 2025, as we join together for a better internet right across the globe.

If you have any comments on this resource or would like to contribute to a future edition of the BIK bulletin, please contact us.

Image credit: BIK/Safer Internet Day

Young people are gaming more online than ever before. Christmas wish lists now contain virtual currency or items on favourite digital games, instead of traditional gifts like a bicycle, new clothes, or toys. But are young gamers and their caregivers fully aware of the consumer risks they may face online, such as manipulative marketing traps embedded in games? A new AdWiseOnline campaign, launching soon, aims to shine a light on these practices and raise awareness about in-game marketing risks! 

Over 70 per cent of children in the EU regularly engage in online gaming, with the sector earning billions annually in the EU alone. However, many gaming platforms use manipulative in-game marketing practices that pressure players, especially minors, into spending excessively on items they don’t need. 

Some examples of manipulative in-game marketing practices are: 

• Persuasive design: Game interfaces and mechanics are intentionally crafted to encourage extended playtime and spending. For instance, levelling up or unlocking new features may be delayed unless players make purchases, exploiting psychological triggers like reward anticipation and goal completion. 
• Dark patterns: Interfaces are designed to confuse or mislead players into making unintended purchases or commitments, such as hard-to-find cancellation options, deceptive button placements, or ambiguous language like ‘confirm’ instead of ‘pay’. 
• Loot boxes: Players pay for randomised rewards without knowing what item they will receive after spending their money, mirroring real-life gambling dynamics. 
• Pay-to-win mechanisms: Gamers pay for competitive advantages which are not possible to earn just by playing the game, creating a disparity between paying and non-paying users and encouraging players to spend money. 
• FOMO (fear of missing out) tactics: Time-limited offers increase impulsive purchases and create anxiety of missing the ‘deal’. 
• Excessive microtransactions: Small, frequent costs that accumulate, often unnoticed, throughout the game. These are often only noticed after some time.  

These methods disproportionately impact younger players as their brains are still developing, meaning that they have lower impulse control and do not fully comprehend the value of money. Studies have shown connections between these practices and gambling addiction, financial stress, and even mental health challenges.  

What is the consumer protection landscape for gaming in the EU?  

The EU consumer protection framework, particularly the Unfair Commercial Practices Directive (UCPD) of 2005, prohibits practices such as directly urging children to buy products or persuading adults to make purchases on their behalf (Annex I, paragraph 28). It also addresses harmful tactics like dark patterns that promote excessive spending and undisclosed influencer marketing. Guidelines were updated in 2021, supported by court decisions. 

The Better Internet for Kids strategy (BIK+, 2022) commits to enforcing these rules through coordinated activities under the Consumer Protection Cooperation Regulation network. 

Other regulations that may apply include:

• the General Data Protection Regulation (GDPR), which is a cornerstone of the EU’s legal framework - it ensures that children are protected both online and offline. 
• the Audiovisual Media Services Directive (AVMSD), which mandates video-sharing platforms to protect children from harmful commercial content.
• the Digital Services Act (DSA), which requires platforms to implement targeted measures for children’s online safety. 
• the Artificial Intelligence (AI) Act, which prohibits manipulative practices exploiting vulnerabilities, particularly those of children. 

Specific examples in gaming include: 

• In-game ads targeting children: Games often use colourful, attention-grabbing ads tailored to children, a practice that the UCPD, in particular, aims to restrict. 
• Undisclosed sponsored content: Influencers promoting games or in-game purchases without clear disclaimers fall under aggressive marketing tactics prohibited by EU law. 
• Manipulative game design: Features like loot boxes, time-limited deals, and persuasive design mechanics are subject to scrutiny under both consumer protection and AI regulations to prevent harm to young players. 

Moreover, individual countries have taken it upon themselves to protect their citizens, for example, Belgium has banned loot boxes, labelling them as gambling; the Netherlands has imposed restrictions on gambling-like game mechanics; while France and Germany advocate for transparency in game design and the enforcement of consumer rights. 

AdWiseOnline at a glance: “Play smart, spend wisely” 

What is it?
The 2025 edition of the AdWiseOnline campaign aims to raise awareness of the issue of manipulative in-game marketing and empower young people and those who care for them with knowledge of youth consumers’ rights. It will feature a range of activities and resources targeting children and young people, parents and caregivers, teachers, educators, social workers, and the general public interested in the topic of in-game marketing. 

When will it take place?
The campaign will run, online, from 6 January to 16 February 2025 with a focus on in-game marketing. It will be hosted on the Better Internet for Kids (BIK) platform and related social media channels, supported by various stakeholders, including European Consumer Centres and Safer Internet Centres.

What to expect?
A whole host of activities are planned, including:

• a Game of terms activity featuring youth-led videos that explain the most common marketing practices encountered in gaming,
• engaging quizzes on social media,
• informative articles, educational materials, and an AdWiseOnline resource hub on the BIK platform,
• podcasts and webinars,
• a module in the upcoming BIK MOOC (mass open online course - enrolment already open) on Child Online Safety: What educators need to know,
• a social media campaign, and
• influencer collaborations.

PLUS, check out the AdWiseOnline guide to outsmart online ads and traps!
To become familiar with the topic of manipulative digital marketing practices, the AdWiseOnline guide explains, in simple terms, how companies make money through online advertising and offers tips to young people on navigating marketing traps. It also delves into the online rights that are crucial for young people to be aware of. The guide is now available in 29 languages on the AdWiseOnline guide page of the Better Internet for Kids (BIK) platform. 

AdWiseOnline: How was it developed?
The AdWiseOnline initiative began earlier in 2024 with a focus on researching manipulative digital marketing practices targeting children and youth online. A dedicated Task Force was formed, bringing together representatives from European Consumer Centres (ECCs), Safer Internet Centres (SICs), the European Commission, BIK Youth Ambassadors, and other organisations to discuss key concerns and priorities in tackling this issue. Following a thorough and collaborative consultation process with a broader group of stakeholders, the initiative refined its focus to address a specific area of digital marketing: practices within the gaming industry for its campaign focus.

How YOU can get involved...

• Stay tuned for more updates - check the AdWiseOnline section regularly and follow the #AdWiseOnline hashtag on social media. 
• Use the campaign's resources to have regular conversations with the young people in your lives to Play smart, spend wisely!

Image credit: BIK

Another successful edition of the annual Safer Internet Forum took place on Thursday, 21 November 2024, in a hybrid format in Brussels and online.

The morning included a keynote session by Professor Debbie Ging, which considered young people’s exposure to harmful content and behaviour online. This was followed by a multistakeholder panel discussion on online harms, and especially finding the balance between protection and empowerment, including a Member of the European Parliament (MEP), European Commission representatives, and Safer Internet Centre representatives, among others. New for this year, BIK Youth representatives then led their own series of interactive workshops covering topics such as misinformation, body image, and sexualisation of the internet.

The afternoon deep dives encouraged fruitful conversations among both the stakeholder groups present at the venue in Brussels and online participants, with discussions around the young people’s harmful experiences online. Topics covered included exposure to violent and aggressive content online, and cyberbullying and the reluctance to report. A closing keynote and panel discussion explored how to foster children’s and young people’s mental health and well-being online and act against cyberbullying.

Once again, the event was youth-led, meaning that young people played an active role in the planning, preparation, and delivery of the Forum. By actively involving young people in the event’s planning and execution, the Forum also aimed to create a safer, more informed, and inclusive online world for everyone. See below for more about the involvement of BIK Youth representatives this year.

Discover outputs from the Safer Internet Forum, including session recordings, on the Better Internet for Kids (BIK) platform.

Image credits: BIK

This year’s Safer Internet Forum highlighted the need to protect children and young people from inappropriate content and online bullying. A total of 48 young people from 28 European and non-EU countries gathered in Brussels online to ensure their voices were heard.

Youth participants took on active roles, forming three key groups: the SIF Youth Advisory Group, which helped shape and moderate the event, and the BIK Youth Panel alongside the International Youth Panel, all of whom contributed to impactful youth-driven workshops and other interventions addressing online harm.

Watch the video to see the preparations and hear directly from these young changemakers!

Image/video credit: BIK

Young people interact with the digital world daily. Whether they’re gaming, chatting with friends, or seeking homework help, they make the most of the countless opportunities for learning and connection that the internet offers. However, this also exposes children and adolescents to risks, such as harmful or age-inappropriate content, often when they least expect it. So, how can we protect their safety without compromising their rights in the digital space? This is a key issue driving global political discussions, and age assurance tools are emerging as a solution for creating safer online spaces for children.

In line with the European Commission’s Better Internet for Kids (BIK+) strategy, new age assurance materials have been launched on the BIK public platform. These new resources are designed to make this topic more accessible and understandable for everyone, from the general public to young people.

Too often, discussions about age assurance are clouded by technical jargon, making it difficult for non-experts to engage. That’s why we’ve simplified the language, offering clear and practical guidance that empowers families, educators, and digital service providers to take meaningful action.

Read more about the new age assurance resources on the Better Internet for Kids (BIK) platform.

The MediaSmartOnline campaign aims to spotlight media literacy actions, initiatives and resources across Europe, thanks to the cooperation of the Insafe network of Safer Internet Centres (SICs). After a first pilot between March and April 2024, the campaign has now just finished its first full roll-out all over Europe.

We take this opportunity to recap everything that’s happened since its conception and reflect on the main highlights and successes of the campaign so far. 

Read more on the Better Internet for Kids (BIK) platform. 

Image credit: BIK

The new European strategy for a Better Internet for Kids (BIK+) was adopted in May 2022, and aims to improve age-appropriate digital services and ensure that every child is protected, empowered, and respected online. Now, two years after its launch, we are conducting an EU-wide evaluation of the strategy’s progress and successes together with children and young people, teachers and educators, parents and caregivers, and expert stakeholders from policy, academia, industry and civil society organisations.

We need input from parents, caregivers, teachers and educators to complete this important work: you all play a vital role! Your first-hand experiences in these roles provide a unique perspective on the successes and challenges of the current BIK+ strategy. Prior knowledge about the BIK+ strategy is not required to participate. 

We are organising online group discussions with EU parents, caregivers, teachers and educators, respectively, from December 2024 onwards. If you are interested in sharing your views, please check the links below for further information and date options, and choose the slot(s) that work best for you: 

• Parents and caregivers 
• Teachers and educators

The consultations will take place in English. Participants may also request a certificate of participation following completion.

Our new MOOC (massive open online course), Child Online Safety: What educators need to know, is a free online course designed to help educators understand and address the challenges young people face in digital spaces. Launching on Monday, 3 February 2025, the course covers critical topics such as mental health, cyberbullying, persuasive design, and consumer protection, equipping participants with practical strategies to foster safer and more responsible internet use.

Designed for teachers, school staff, and non-formal educators, the course is flexible and self-paced, with one module released each week. Participants who complete the quizzes and peer-review activities by Wednesday, 12 March 2025 will receive a certificate.

Learn more about the MOOC and secure your spot now.

Image credit: EUN Academy/BIK

The next annual edition of Safer Internet Day (SID) is fast approaching, taking place in February 2025, with a global day of celebration on Tuesday, 11 February. Celebrated worldwide, this important event brings people together to promote safer and more positive use of digital technologies. Under the theme Together for a better internet, SID aims to inspire change and encourage everyone to play their part in creating a safer online world, especially for children and young people.

With just two months to go, now is the time to start planning how you will take part. Whether you’re a parent supporting safe digital habits at home, a teacher helping students develop critical online skills, or an organisation promoting safety tools and services, your actions matter. SID is a global call to action that unites individuals, schools, companies, and communities to work together for a respectful, responsible, and inclusive internet.

Let’s make Safer Internet Day 2025 a success! Visit the home of Safer Internet Day on the Better Internet for Kids (BIK) platform for ideas, resources, and campaign updates, and join the conversation online. The pages will be regularly updated in the coming months, so be sure to visit often.

In the third quarter of 2024, INHOPE hotlines across the European Union (EU) continued their critical mission to combat online child sexual abuse material (CSAM). The latest EC-funded Hotline Observatory Report showcases the network's remarkable efforts and underscores the urgent need to address evolving online threats.

During this period, EC co-funded hotlines processed 552,617 public reports of potentially illegal content, a notable increase compared to previous quarters. This surge was largely driven by the Bulgarian hotline, SafeNet, which uncovered a substantial volume of CSAM hosted on Telegram's free upload service, "telegra.ph.".

A significant proportion of the reports - 51.87 per cent - contained CSAM, amounting to 286,631 cases. These included 13,505 reports of self-generated content, 1,575 of non-self-generated content, and 830 related to sexualised posing or modelling. Computer-generated CSAM, including depictions such as manga and animations, accounted for 624 reports, while 61 reports were textual depictions of abuse. Other troubling content, such as child nudism, grooming, and hate speech, also appeared in the data, alongside 107 reports of sexual extortion, further highlighting the disturbing trends hotlines confront daily.

The hotlines acted decisively on the reports received, forwarding 57,689 cases to law enforcement agencies (LEAs) and 61,165 to internet service providers (ISPs) for further action. Additionally, 308,983 reports were uploaded to ICCAM, INHOPE’s secure platform for sharing data and facilitating cross-jurisdictional collaboration. The network's ability to manage and respond to such a high volume of reports underscores the importance of these coordinated efforts in disrupting the dissemination of harmful content.

Emerging trends in quarter 3 reflect the shifting landscape of online threats. SafeNet's identification of high levels of CSAM on Telegram highlights the challenges posed by encrypted platforms and underscores the urgency of innovative strategies to counteract these issues. Sextortion, both financial and non-financial, continues to rise, with young boys being increasingly targeted. Child Abuse Pyramid (iCAP) sites also remain a persistent issue, evading takedown orders by frequently switching providers, making their removal a complex task.

Read the full article on the Better Internet for Kids (BIK) platform, which includes further information on the status of the Trusted Flagger situation in Member States.

Sofia, a youth member from Austria, reflects on her experience representing her country at the recent Safer Internet Forum in Brussels. She shares insights into the youth-driven workshops on body image and mental health, the collaborative atmosphere with peers from around the world, and her participation in a European Commission meeting on online safety.

Read the full article on the Better Internet for Kids (BIK) platform.

In November 2024, the Croatian Safer Internet Centre opened its third office in Split, expanding services in southern Croatia. The new office focuses on internet safety education, violence prevention, and counselling for children and professionals. Supported by Split-Dalmatia County, it offers resources to rural areas and recently held a successful training event with over 150 professionals. This initiative aims to strengthen child protection and digital safety across the region.

Read the full article on the Better Internet for Kids (BIK) platform.

The Safety Line helpline, part of the Czech Safer Internet Centre, marks 30 years of supporting children and adolescents in crisis. Since its founding in 1994, it has handled over 10 million contacts, offering help via phone, chat, and email. The helpline’s focus has shifted over the years from relationship and family issues to rising concerns about mental health, including self-harm, suicidal thoughts, and eating disorders. The helpline also addresses online issues such as cyberbullying, nudes, and safe online practices, with its website receiving 2,400 daily visits.

Read the full article on the Better Internet for Kids (BIK) platform.

The French Safer Internet Centre's award-winning resources, Stop la Violence and FamiNum, have won consecutive Insafe network resource competitions in 2023 and 2024. Stop la Violence is a serious game tackling bullying by helping students investigate real-life scenarios and learn conflict resolution. FamiNum helps families establish healthy digital habits through personalised charters. Both tools will soon be available in English, with FamiNum launching by mid-2025.

Read the full article on the Better Internet for Kids (BIK) platform.

The "Youth Counselling Youth" programme has been supporting young people for 30 years through a peer-to-peer model. Trained youth counsellors - aged 16 and older - provide free, anonymous support via the Child Helpline (116 111). In 2023, nearly 500 volunteers conducted over 4,000 sessions, helping young people with issues like school stress and online challenges. This initiative empowers both those seeking help and the volunteers, fostering growth and responsibility.

Read the full article on the Better Internet for Kids (BIK) platform.

SafeLine.gr, Greece’s hotline for reporting illegal online content, has been recognised as the first Trusted Flagger in the country under the European Digital Services Act (DSA). With 25 years of experience tackling issues like child exploitation and hate speech, this recognition allows SafeLine to report illegal content more quickly, ensuring faster removal from major platforms. As a Trusted Flagger, SafeLine will play a key role in making the internet safer for all users.

Read the full article on the Better Internet for Kids (BIK) platform.

To help young people navigate the digital world, the "Make it Clear" project, led by NASK and partners from Latvia and Romania, provides media education resources in five languages. Aimed at children aged 11-17, the project includes lesson modules, a creative 'Learning menu' for teachers, and a board game called ‘Digital Brainiacs’ to teach digital safety. These tools support critical thinking and media literacy, while also helping students to recognise misinformation, preparing them for the challenges of the online environment.

Read the full article on the Better Internet for Kids (BIK) platform.

The menABLE project (Empower Manpower against Gender-Based Violence Online) recently unveiled a new study on gender-based violence online that aims to pave the way for educational strategies to help combat this issue. The study presents a comprehensive synthesis of the key findings that emerged from the literature review, qualitative focus groups, and semi-structured interviews involving diverse stakeholders and experts in the field. By documenting the current situation, it identifies specific areas for intervention and conducts a comparative analysis across partner countries (Belgium, Denmark, and Greece). Serving as both a theoretical and empirical foundation, the report contributes to the project's educational and awareness-raising initiatives, including valuable insights to combat gender-based violence (GBV) online. Visit the menABLE website to learn more and download the study.

Educators and teachers interested in addressing gender-based violence in online environments are invited to utilise the materials from a recent menABLE MOOC (mass open online course). This course provides essential tools and knowledge to help guide students through the challenges and complexities of gender-based violence in digital spaces. Although the active MOOC delivery phase has now passed, those with an interest can still enrol to access the resources.

Image credit: EUN/menABLE

Video Games Europe (VGE) has launched its 2024 Seize the Controls campaign in the run-up to Christmas. The campaign aims to inform parents about the tools they have at hand to set ground rules and set up the best video gameplay experience for their families.

The campaign provides five useful tips on how to manage video gameplay, such as: checking the PEGI age ratings, using parental guidance tools and encouraging parents to play the games with their children to facilitate conversations around play time, game choices, and topics like optional purchases of in-game content.

Discover more about the campaign at www.seizethecontrols.eu. Help is also available for parents who need more information or support locally at www.seizethecontrols.eu/local.

Discover more about the work of Video Games Europe at www.videogameseurope.eu. Discover more about PEGI, which provides age classifications for video games in 38 European countries, at www.pegi.info. 

We hope that you have enjoyed reading the quarterly Better Internet for Kids (BIK) bulletin during 2024. We'll be back in 2025 with four fresh new editions in March, June, September and December, during which we'll continue to explore a myriad of issues to ensure that children and young people are protected, respected, and empowered online.

In the meantime, check out past editions of the BIK bulletin for coverage of a range of safer and better internet issues, or browse the BIK Resource directory or BIK Guide to apps for practical materials on supporting young people when they go online, in a range of languages.

On that note, we wish you all a happy, restful and safe festive season.

See you next year!