Parents, be cautious with ‘sharenting’, as the consequences can be brutal

Parents of nine-year-old Ella use social platforms as a sort of virtual diary, sharing cute, completely ordinary scenes from their family life where their darling plays the main role. In this regard, her parents are no different from others, but like those others, they are unaware of the fact that carefree posts can indeed harm their loved ones.

Since the advent of social media, experts have warned about the traps of ‘sharenting’ and predators who exploit published content, but with the emergence of AI technology, the consequences can be even more brutal, and even tragic. Deutsche Telekom, the company that owns the domestic Hrvatski Telekom, has also decided to speak about the dangers of ‘sharenting’, launching a rather disturbing campaign ‘A Message from Ella’ in collaboration with the agency adam&eveBerlin, which clearly and ‘viscerally’ illustrates what can happen if content falls into the wrong hands.

Deepfake Ella

The campaign’s authors used just one photograph of Ella that her parents shared on social media and, with the help of AI technology experts, created her deepfake, adult version. Ella, now a young woman, addressed her shocked parents via a video (eerily realistic) and showed them how AI can steal and misuse her identity.

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Behind Deutsche Telekom’s campaign, reminiscent of the dystopian TV series Black Mirror, are real data. Research has shown that by the age of five, the average child has as many as 1,500 of their photos and/or videos published somewhere in the virtual world, without having given consent for that content. It has been published by those they trust the most and who truly wish them well – their parents.

Furthermore, experts predict that by 2030, two-thirds of identity theft cases will involve content that has been voluntarily shared with the online community. Due to this carefree ‘sharenting’, parents inadvertently expose their children to data brokers, hackers, pedophiles, and other malicious individuals.

As Ulrich Klenke, Chief Brand Officer of DT, commented, the company provides the best and safest network infrastructure, but we all must equip ourselves with knowledge and tools to ensure safe and responsible management of our data online.

A Double-Edged Sword

– The advancement of artificial intelligence presents opportunities; we are fascinated by it, but it also comes with certain risks. We must learn to prudently manage both aspects. We try to be optimistic about the digital future, but we must consider both sides. It is not only important to show the happy, sunny side of the brand, but it is also necessary to openly discuss problems and all aspects of digital life, illustrating how to use technology for good – Klenke told us.

Aware that consumers do not want corporations telling them not to post pictures of their children online, they first decided to ask themselves whether they are credible.

– We are a large company, we provide critical infrastructure, we are part of a larger society, and therefore this is our home ground – Klenke continued, adding that they received positive feedback from users regarding the campaign.

They are grateful to them because the campaign highlighted something they had not previously considered.

– This campaign is not about moralizing or telling people what to do. Our job is to show people the possible consequences and allow them to decide whether they want to take action themselves. As a brand, we advocate for something we consider good and important – concluded Klenke.