'Inappropriate' means different things to different people. What’s perfectly acceptable for one age group, for example, may be highly unsuitable for a slightly younger audience. Online, young people can chance upon inappropriate content in various way – from pop-up ads to TikTok videos. The increasingly young age at which children become active in the digital world heightens the risk of them innocently running into something that they find upsetting or frightening. Trusted adults need to be able to help children be aware of what to do if they’re exposed to age-inappropriate content.

Read the guide to find tips on helping children to avoid potential risks involving social media, gaming and adverts.