Photo warning issued to millions of UK parents

An unsettling video has gone viral, garnering nearly one million views and leaving many parents concerned. Some commenters even described it as a prime example of “sharenting.”

The clip is part of the “Pause Before You Post” Awareness Campaign, which highlights the potential dangers of sharing what may seem like harmless posts about children on social media.

In a post on X, Ireland’s Data Protection Commission warned parents: “Every time you share their life online, you risk sharing their personal data with the world. Pause before you post.” Whilst it may be an Irish account that shared it, the message remains universal.

The video shows two parents walking through a shopping centre with their daughter. As they browse, unfamiliar adults approach the child. One wishes her a happy birthday, another joking about her father being late to collect her from football practice and even mentioning the exact time she plays.

Confused, the parents ask their daughter if she knows these people. As they continue walking, more strangers stop to speak to her, each sharing personal details, and the child becomes visibly distressed and holding onto her mum’s hand tighter.

On its website, the Data Protection Commission website, defines “sharenting” as a blend of “parenting” and “sharing,” referring to the common practice of parents regularly posting information, photos, and videos of their children on social media and other online platforms.

The officals have aid that its campaign “is designed to show how those risks can play out in real life, as we learn from the family’s interactions with the three “strangers”. From their social media posts, Éabha’s parents have inadvertently “shared with the world” her name, age, date of birth, photos of her friends, the name and location of her football club, her training schedule and the fact that her Dad is not always on time to collect her.

“We also show how easy it is for images to end up in the wrong hands, as we see our third stranger downloading one of the photos of Éabha and saving it to his phone.”

It adds that “Sharenting can present a number of risks”. These include a digital footprint. Parents create an online presence for their child from an early age, often without consent. Once posted, parents lose control over how images are used.

Children’s photos and videos can be repurposed for harmful content, including deepfakes and child sexual abuse material (CSAM). To add to this, the experts shared: “Those delightful baby photos in silly outfits or toddler tantrum meltdown videos might not be so endearing to a thirteen-year-old.

“Embarrassing photos or videos can have a negative impact in the school setting (e.g. risk of bullying), or on the child’s personal and professional future, especially if they are shared widely and without the child’s consent. Remember, what might seem like no big deal to share today, could be very problematic tomorrow.” The dangers don’t stop there. Personal details shared by parents (name, birthday, school, hobbies) can aid hackers.

To see more about the campaign, visit the Data Protection Commission website here.