The way early years settings share children’s experiences is changing.
For years, photographs of smiling children have been a central part of nursery websites, social media pages and marketing materials. Images help tell stories, celebrate learning and provide reassurance to families about the quality of care and education being delivered.
However, the rapid advancement of artificial intelligence (AI) technology is creating new safeguarding challenges that cannot be ignored.
Recent guidance from the UK Online Harms Early Warning Working Group highlights growing concerns that publicly available images of children can be downloaded, manipulated and used to create abusive content, including AI-generated child sexual abuse material. At the same time, there are increasing discussions around children’s digital rights, consent and long-term privacy.
For early years providers, the question is no longer simply whether parental consent has been obtained. It is whether current practices continue to provide the highest level of protection for children in an increasingly complex digital world.
Why the Issue Matters
The safeguarding duty of early years providers extends beyond physical environments and into digital spaces.
Images shared on websites, social media platforms and promotional materials can be copied, stored, altered and redistributed beyond a setting’s control. AI-powered tools can now manipulate images with alarming speed and sophistication, creating risks that were almost unimaginable just a few years ago.
The UK Online Harms Early Warning Working Group warns that image misuse can lead to:
- AI-generated abuse imagery
- Online blackmail and extortion attempts
- Privacy breaches
- Exposure of personal information and routines
- Long-term digital identity concerns
- Emotional harm to children and families
While incidents remain relatively uncommon, safeguarding professionals agree that prevention must come before crisis management.
A Changing Mindset Across the Sector
A growing number of childcare providers are reviewing their approach to photography.
Some organisations have already decided to stop sharing identifiable images of children on public-facing platforms altogether. Instead, they are adopting creative alternatives that showcase learning while protecting children’s identities.
These include:
- Photographs taken from behind children
- Images focused on hands engaged in activities
- Close-ups of resources, artwork and learning environments
- Group shots where faces cannot be identified
- Wider-angle photographs taken from a distance
- Creative storytelling through written content
These approaches still celebrate children’s experiences while significantly reducing safeguarding risks.
Questions Every Early Years Setting Should Ask
The new guidance encourages providers to start with a fundamental question:
Do we need to use identifiable images of children at all?
Many settings may find they can successfully market their provision, celebrate achievements and engage families without publishing recognisable photographs of children.
If identifiable images continue to be used, leaders should consider:
- What purpose does the image serve?
- Could the same message be communicated differently?
- Is the image necessary for public promotion?
- Does the image reveal personal information?
- Could the image be manipulated or misused?
- Would the child be comfortable with this image remaining online in ten or twenty years?
These questions help shift thinking from compliance alone to safeguarding-led decision making.
Policy Reviews: Time for an Update?
Many photography and image consent policies were written before the emergence of sophisticated AI tools.
Now is an appropriate time for settings to review:
Photography and Video Policies
Policies should clearly outline:
- Where images may be used
- Who has authority to take photographs
- How images are stored securely
- Retention periods
- Processes for removing images
- Procedures following a safeguarding incident involving images
Social Media Policies
Settings should consider:
- Which platforms are used
- Whether public accounts remain appropriate
- Restrictions on identifiable imagery
- Approval processes for content
- Monitoring and review arrangements
Data Protection and GDPR Policies
Providers should review:
- Data minimisation principles
- Storage limitations
- Image retention schedules
- Security measures
- Procedures for removing metadata from images
Safeguarding Policies
Safeguarding procedures should specifically address:
- AI-related risks
- Image misuse
- Online extortion or blackmail attempts
- Reporting procedures
- Staff responsibilities
- Support for affected children and families
Practical Safeguarding Measures Providers Can Implement
There are several immediate steps settings can take to strengthen protection.
Reduce Identifiable Imagery
Consider:
- Using photographs from behind children
- Taking wider shots
- Focusing on activities rather than faces
- Avoiding individual portraits
- Removing names from image captions
Remove Image Metadata
Photographs often contain hidden information such as:
- Location data
- Device details
- Time and date stamps
This metadata should be removed before publication.
Lower Image Resolution
Using lower-resolution images can make content less attractive for misuse while still allowing providers to showcase activities.
Restrict Visibility
Review whether all images need to be publicly available.
Settings may wish to:
- Use password-protected parent portals
- Restrict access to approved users
- Limit social media visibility settings
However, providers should remember that even content shared in closed groups can be downloaded or screenshotted.
Conduct Regular Image Audits
At least annually, settings should review:
- Website images
- Social media content
- Marketing materials
- Printed publications
Outdated images should be removed, particularly where consent arrangements have changed.
Staff Training is Essential
Policies alone are not enough.
All staff should understand:
- AI-related safeguarding risks
- Appropriate image-sharing practices
- Consent procedures
- Reporting processes
- Incident response protocols
Training should form part of safeguarding updates and induction programmes.
Staff should also understand what to do if they become aware of image misuse, manipulation or online threats.
Working in Partnership with Parents
Parental engagement is critical.
Many families remain unaware of how quickly images can be copied, manipulated and redistributed online.
Open conversations can help parents understand:
- Why photography practices may be changing
- The safeguarding rationale behind decisions
- The limitations of consent in a digital environment
- The long-term implications of a child’s digital footprint
Providers may wish to:
- Update consent forms
- Review permissions annually
- Include information in welcome packs
- Discuss image use during enrolment
- Share online safety guidance through newsletters and parent meetings
Importantly, communication should emphasise that these changes are not about reducing transparency but enhancing protection.
Balancing Marketing and Safeguarding
Many providers understandably worry that reducing the use of children’s images could impact recruitment and marketing.
However, settings can still tell compelling stories by showcasing:
- High-quality learning environments
- Children’s work and creations
- Interactions between staff and children
- Resources and experiences
- Learning outcomes
- Case studies and testimonials
- Strong written storytelling
In many cases, these approaches can strengthen a setting’s professional identity while reducing safeguarding risks.
Looking Ahead
Artificial intelligence is evolving rapidly, and safeguarding practices must evolve alongside it.
The early years sector has always adapted to emerging risks in order to keep children safe. AI-generated image manipulation presents another challenge that requires thoughtful leadership, robust policies and open conversations with families.
Providers do not necessarily need to stop using children’s images altogether.
However, every setting should now review whether its current practices remain appropriate, proportionate and in the best interests of the children in its care.
Ultimately, safeguarding must remain the starting point for every decision. If there is uncertainty about the future risks associated with sharing a child’s image today, providers should ask themselves one simple question:
Is this photograph necessary, and can we tell the story another way?
The answer may shape the future of image sharing across the early years sector.