Major ISPs launch child internet safety campaign

The UK's four biggest internet service providers (ISPs) have today launched a child-safety initiative called Internet Matters, as part of the Government's crackdown on the content children have access to online..

Internet Matters: the UK's ISPs unite for a child-safety initiative
Internet Matters: the UK's ISPs unite for a child-safety initiative

Sky, TalkTalk, BT and Virgin Media have partnered to launch a dedicated online portal that provides information, advice and links to specialist resources for British parents concerning internet safety.

The initiative has come about following political pressure from prime minister David Cameron, who is pushing through measures that will have every household forced to opt-out of filters to access adult content on the internet.

The Internet Matters brand was created by VentureThree and is supported by print, radio, mobile and digital channels.

Activity is expected to cost £25m in this year alone, although the campaign will be in the style of a "drink aware" campaign, with sustained awareness over a number of years, rather than a big one-off effort.

Rachel Huggins, head of marketing at internet Matters, said: "The brand is highly impactful and eye-catching. It talks in a different way and explains to parents how they can become more confident and equipped."

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).