The viral campaign for parents who “post” their children on social media
One of the most influential public-information campaigns on digital privacy was created in Ireland. Since its release in Irish cinemas, on television and across social media, it quickly went viral. Although the opening line of the campaign could read like a film trailer, it is in fact the work of the Irish Data Protection Commission (DPC) and their campaign called “Pause Before You Post.”
The campaign aims to raise parents’ awareness of the risks of over-exposing children online; many international outlets have presented it as a leading awareness effort on digital privacy.
The advertisement and its message
At the center of the campaign is a TV spot set in a busy shopping centre. A family is shopping when strangers suddenly address the young daughter by name, mention her interests, the sport she likes and details about her recent birthday. Tension rises when one passerby lifts his phone to show the parents photos of the girl that he found online.
All of those faces — effectively “digital strangers” — were able to gather this personal information because the child’s parents had shared it online, often without realizing they were making the child’s private details widely available.
The message at the end of the ad is clear: “Every time you share moments of your child’s life online, you risk sharing their personal data with the world. Pause before you post.”
The phenomenon of “sharenting”
The campaign’s international attention is linked to growing concern about “sharenting,” the term used by outlets such as The Journal and News24 to describe the habit of parents posting large numbers of photos, videos and personal details about their children.
The DPC warns that excessive online exposure of young children creates a digital footprint that can follow them for years, often without the child ever having consented to that exposure. The concern goes beyond privacy: parents often share details such as their child’s school, routines, or activity photos that can be repurposed by third parties. The DPC reports that such posts have been used to approach minors or even to produce illegal material.
Although the issue is serious, the Irish campaign does not take an accusatory tone toward parents. Instead, the DPC encourages more considered choices — for example, asking whether a post is necessary and whether it is safe before sharing it online.
