The Internet Watch Foundation (IWF) and the National Crime Agency (NCA) have launched a new campaign to help parents and carers understand and respond to the growing threat of AI-generated child sexual abuse imagery.

The initiative follows increasing concerns about offenders using artificial intelligence (AI) tools to manipulate and sexualise images of children that have been shared online.
IWF analysts found 3,440 AI-generated videos of child sexual abuse in 2025, compared to just 13 in 2024, and the NCA have increasingly seen offenders exploiting AI technologies to target children in new ways.

In response to this real and growing threat, the IWF and NCA have developed resources to support parents and carers in making informed decisions about sharing images of their children online.

Adverts running on Facebook, Instagram and YouTube encourage parents, carers and other trusted adults to consider image consent and the steps they can take to better protect children.

Alongside the social media activity, the organisations have also published new guidance for parents and carers, supported by the SBNI, to help families navigate the risks associated with AI-generated child sexual abuse imagery.

The guidance includes advice on talking to children and young people about AI, deepfake nudes and image consent, as well as information on what to do if a child is targeted or if harmful imagery of them is created or shared online.
The resources emphasise the important role that informed parents, carers and trusted adults play in helping children stay safe online and responding calmly and confidently when concerns arise. Whether you’re a parent, carer, educator or professional, the guidance can help you understand the risks, have informed conversations with children and young people, and respond appropriately if an incident occurs.