UK Government takes aim at manipulative digital design practices
The UK Government has announced new measures to strengthen online protections for children and young people, with a clear focus on tackling addictive and harmful digital design practices.
The UK Government has announced new measures to strengthen online protections for children and young people, with a clear focus on tackling addictive and harmful digital design practices.
In its statement, the Government made clear that “no platform gets a free pass” when it comes to children’s online safety. It confirmed plans to build on existing regulation by closing legal loopholes affecting AI chatbot providers and introducing changes that will allow it to act more swiftly in setting and enforcing age limits on addictive design features.
The Government also confirmed its intention to introduce new laws long campaigned for by 5Rights Foundation and our honorary president Baroness Beeban Kidron and members of the Bereaved Parents for Online Safety group, including Ellen Roome. These measures will build on the Online Safety Act’s coroners’ powers by mandating that services retain the data of deceased children to support coronial inquests.
Earlier this month, 5Rights’ Executive Director Leanda Barrington-Leach set out clear criteria for legislative action, urging the UK Government to go beyond platform bans and address the root causes of harm in digital environments. This included calling for manipulative design to be prohibited, age-appropriate protections to be enforced and children’s rights, wellbeing and development to be placed at the heart of digital policy.
This week’s announcement signals that the Government is responding to 5Rights’ long-standing calls for a more systemic and enforceable approach to protecting children online.
“It is great to see this decisive action from the Prime Minister and the Secretary of State, and a clear recognition of the urgency to strengthen protections for children online. AI chatbots are already causing serious harm to young people, and it is reassuring to see this loophole being closed.”
“It is particularly encouraging that the Secretary of State has signalled action on addictive design features, including the age-appropriateness of tools such as infinite scroll. Since our establishment, 5Rights Foundation has consistently highlighted the risks posed by manipulative digital design. We have long argued that harmful design – not just content – drives much of the danger children face online, and we are encouraged to see the Government commit to firm steps in response.
“We also welcome the commitment to better support families when the worst has happened, including strengthening measures to assist coroners and ensuring technology companies are properly held to account.”
“We look forward to engaging constructively with the forthcoming consultation and to working with the Government to ensure these reforms deliver meaningful change. We now hope to see these commitments reflected in the King’s Speech, so that safer and rights-respecting digital design can be fully realised.”
Colette Collins-Walsh, 5Rights, Head of UK Affairs
While this announcement signals important progress, it also underlines the need for continued vigilance and collaboration. Legislation must evolve alongside technology, and children’s voices must remain central to decisions that directly affect their lives.
It is also important to recognise the specific risks that AI chatbots can pose to children’s wellbeing. While it is welcome that the Government intends to bring chatbot providers within the scope of illegal content duties, these protections must go further. The regulatory framework should also address harms to children more broadly, ensuring that AI systems are designed and governed with their safety, development and rights firmly in mind.
Crucially, we must now see swift action. Any blockages or delays that prevent regulators from tackling technology companies that continue to ignore or evade their responsibilities must be removed. Effective enforcement is essential if these commitments are to translate into real-world protections for children. We look forward to working closely with the Government to ensure this is achieved.