The sharp rise in the use of smartphones by children and the increase Internet access points has prompted Friendly WiFi to launch a new campaign to promote the adoption of Internet filtering controls for public WiFi hotspots.

Businesses in the UK are being encouraged to implement web filtering controls to ensure children can connect their WiFi networks without being exposed to potentially harmful material.

Friendly WiFi is a government initiated scheme launched in 2014 to promote Internet filtering controls for public WiFi hotspots. Businesses that filter the Internet and block inappropriate content from being accessed via their WiFi networks can display the digital Friendly WiFi banner. This banner lets parents know their children can connect to the Internet safely.

Friendly WiFi is the only scheme of its kind in the world. The main aim of the initiative is to make the UK the safest place in the world for children to venture online. When the scheme was launched in 2014 there were 5.6 million WiFi hotspots in the UK; however, that number is estimated to triple by the end of next year.

A recent study has shown that nearly half the population of the UK uses public WiFi hotspots and research suggests more than 40% of children aged between 5 and 15 now have a smartphone and connect to the Internet. The growth in hotspots and smartphone usage among children makes it more important than ever for public WiFi hotspots to have harmful content filtered out.

Figures supplied by Friendly WiFi suggest the number of WiFi access points around the globe is likely to increase to 432.5 million by 2020, which represents a 700% increase from 2015. Even though many of these WiFi networks can be accessed by minors, fewer than half of those hotspots have internet filtering controls in place.

In the UK the use of Internet filtering controls for public WiFi hotspots is growing. Major high street names such as Starbucks and Tesco have already adopted Internet filtering controls, as have McDonalds and IKEA and many small businesses. The aim of the latest Friendly WiFi campaign is to accelerate adoption of Internet filtering controls.

To be able to display the Digital Friendly WiFi symbol, businesses must implement Internet filtering controls for public WiFi hotspots to block all websites and web pages that display pornographic content. Businesses must also block all webpages containing child pornography using the blacklist maintained by the Internet Watch Foundation. Organizations must also prevent advertisements or links to such content from being displayed.

Bev Smith, director of Friendly WiFi said “Now is the right time for all businesses which provide public WiFi to prove they take the same care for their customer’s online safety as they do for their physical wellbeing.”