“Risk assessments have to relate to usage level, not just content.”

Baroness Beeban Kidron OBE, speaking at the Conscious Advertising Network’s (CAN) Conscious Thinking Live event in London, is sharing the importance of the recently passed Online Safety Act. She is highlighting the role of product design in creating ecosystems in which children fall victim to the attention economy. This harm by the very functionality of platforms and products is a complex issue.

In the balance of freedom of speech against safety Kidron, a filmmaker and Chair of the 5Rights Foundation, believes that technology brands are falling short of their responsibilities. She explains: “There is a moment where we are saying enough. Tech companies talk a good game on change then they fight anything meaningful in the courts.”

She urged progressive brands and agencies to keep pushing for safer online environments. “Please keep your voices loud and proud, that is really important. The voices of this community are really important,” she explained.

Advertising’s attention conundrum 

Exploring the issue of digital advertising, Kidron argued that digital ecosystems, funded by advertising, are causing immense real-world harm. She explained: “The difference is an advert on a bus does not sense a kid is watching. TV ads don’t tell other people in the child’s network they are watching them. They are not teaching kids how to hang themselves in a wardrobe, or sending sad children to cosmetic surgeons.”

Kidron shared her belief that the holy grail of attention means that companies are focused on increasing the amount of time someone spends online, irrespective of their age. “The pursuit of that holy grail creates unacceptable outcomes,” she explained, “Recommending a gang bang to an 8 year old who hasn’t had a kiss behind a shed yet.”

She also argued that young lives lived online are leading to isolation. “You measure friendships in numbers, not meaningful connections,” she explained. A state of play which means that “They have less life because they are scrolling through and that is an injustice in my view.”

In the midst of an industry narrative focused on ‘inadvertent algorithmic cruelty’ rather than the notion that the attention ecosystem is built on harm, Kidron raised some tough questions for the industry.

She pointed to the case of Molly Russell. Ian Russell, the father of Molly Russell, has warned that 'little has changed' since Molly took her life aged 14. He fears more young lives could be lost. New research from the Molly Rose Foundation shows young users can still access suicide and self-harm content.

Molly, who took her own life after being exposed to a stream of dark, depressing content on social media platforms, would have turned 21 this week. An inquest concluded she ended her life while suffering from depression and the negative effects of online content.

Challenging a toxic growth agenda

Arguing for a rights-based, citizen-led approach to digital technology she noted that there is no ceiling to what good could look like in the tech sector. Sharing the relief a young boy expressed to her when TikTok moved to turn off notifications for users under 16 after 9pm; social media brands need to focus on more than just growth.

Kidron urged the audience to stop talking about the existential threat of AI and instead take action by sector. She pointed to the example of the Hollywood Strike as a successful example of action, despite her belief that it may be akin to placing a finger in a dam.

“We have to end this idea of technological exceptionalism,” she explained, claiming there is a huge difference between a child doing something they are not allowed to do and simply embracing normative behaviour.

“If it was a car without brakes, with no airbag, do you say stand in front of the car and stop it?” she asked. Her message for parents in the audience was clear: “Parents need to take devices away. Put your own phone down. This is out of control.”

A powerful reminder that young people are one dead scroll away from disaster.