Online Safety for Young Children: A Guide for Parents

What Young Children Are Doing Online

Children in the early years are using digital devices more than ever. According to the 2024 Ofcom report, 85% of children aged 3–4 use apps like YouTube.

Research shows that young children are mostly watching video‑on‑demand content such as cartoons, mini‑movies, and songs on platforms like YouTube. Unlike older children, only a small proportion (23%) of 3–4‑year‑olds play games online.

How Device Use Can Affect Development

Screen use can support learning, but there are also challenges. Research suggests both positive and negative outcomes depending on how screens are used.

Benefits

Screen use can help young children by:

• providing opportunities for creativity and learning

• encouraging language development

• improving early numeracy and literacy skills

• helping children understand more about the world

• developing early digital skills

  
  

Challenges

Screen use in the early years can also:

• impact emotional regulation

• affect social interactions and attention

• expose children to inappropriate content

Screen Time Advice

The World Health Organisation (WHO) recommends:

• Under 1: no screen time

• Age 1: sedentary screen time is not recommended

• Age 2: no more than 1 hour of sedentary screen time (less is better)

• Ages 3–4: no more than 1 hour (less is better)

  
  

Start with Parental Controls

Young children aged 3–6 cannot recognise what is safe or unsafe online, and inappropriate content can have a real impact on their behaviour, emotions, and development. Before thinking about what children might watch, the most important first step is to put strong parental controls in place. These help you:

• block inappropriate content

• manage what apps and websites children can access

• set safe screen-time limits

• prevent accidental purchases

Clear, step‑by‑step parental control guides for almost every device, app, and broadband provider are available here: https://www.internetmatters.org/parental-controls/

Putting controls in place helps create a safer online environment before your child even begins to use a device.

Below is some additional guidance to help you feel confident about supporting safe device use at home.

YouTube and Streaming Platforms

YouTube, YouTube Kids, Netflix, Disney+, and other streaming platforms contain millions of videos - not all of which are appropriate for young children. Even when a video appears safe at first, the automatic recommendation system can quickly lead a child to unsuitable content.

Tips for Young Children (Ages 3–6)

• Use YouTube Kids  - it has stronger filters, but still requires supervision.

• Turn off auto-play to prevent your child being led into unfamiliar or inappropriate videos.

• Create child-specific profiles on Netflix, Disney+ and similar apps.

• Watch together - young children benefit from co-viewing so you can discuss what they see.

• Check their viewing history regularly to understand what they’re watching.

  
  

Being Aware of Older Siblings’ Content

Many families tell us that younger children are exposed to content because they are near older siblings who are watching videos or playing games.

Things to Look Out For

• Content designed for older children or teenagers may include fast-paced visuals, scary themes, shouting, offensive language, or behaviour you don’t want your pre-schooler copying.

• Gaming content on YouTube or Twitch may include commentary that is not suitable for young children.

• Slang or references from online trends may be confusing or inappropriate for younger children.

Consider creating separate viewing areas or using headphones for older siblings so younger children aren’t inadvertently exposed.

Trend Alert: “Italian Brainrot”

You may have heard children mention or imitate something called Italian Brainrot. This is a viral trend of AI-generated characters appearing in memes and short videos. It started on TikTok and now appears on YouTube, Instagram, and even Roblox.

While some clips seem silly or humorous, not all of them are child-friendly. Some include:

• inappropriate or offensive language

• scary or unsettling imagery

• references unsuitable for younger children

If your child mentions this trend (or others like it), we recommend having a quick look yourself so you can decide whether it’s appropriate.

Other Online Safety Considerations for Pre-schoolers

1. Advertisements and In-App Purchases

Even child-friendly apps may contain adverts that pop up unexpectedly. These can lead to:

• accidental purchases

• links to external websites

• content that isn’t suitable

Look for apps with no ads and consider turning on purchase restrictions.

2. Scary or Overstimulating Content

Young children can be easily frightened by:

• loud noises

• sudden visual changes

• dark or tense scenes

Even cartoons meant for older children (e.g., action-based shows) may be overwhelming.

3. Copycat Behaviour

Pre-schoolers often imitate what they see. Online content that includes shouting, rude words, or unsafe behaviour can quickly show up in their play.

4. Sleep and Behaviour Impact

Screen use close to bedtime or long periods of fast-moving content can affect:

• sleep patterns

• emotional regulation

• attention

The NHS recommends limiting screen time for young children, especially before bed.

Practical Steps for Parents

• Set simple, clear rules (e.g. no screens during meals, only grown-ups choose the videos).

• Use parental controls 

• Keep devices in shared family spaces rather than bedrooms.

• Talk to your child about what they’re watching: “Is this kind?”, “Is this safe?”, “Does this make you feel good?”

• Model healthy digital habits - children copy what they see.

  
  

We’re Here to Support You

If you ever have questions or concerns about online content, trends, or apps your child mentions, please speak to a member of the Sunny Days team. We’re always here to help keep children safe, happy, and confident - both offline and online.