Britain on Tuesday encouraged parents to speak to their children about the harmful content they could encounter online as the government looks into the pros and cons of an Australian-style ban on social media for under 16s.

Citing research that showed half of parents had never spoken to their children about harmful content, the government said the “You Won’t Know Until You Ask” campaign would provide them with the support and advice they needed to start conversations.

Technology Minister Liz Kendall said she knew many parents were worried about what their children see and do online.

“We are determined to give children the childhood they deserve and prepare them for the future,” she said.

“That is why we are supporting parents with this campaign and launching a consultation on how young people can live and thrive in the age of social media.”

The campaign will help parents navigate safety settings on social media platforms and start conversations on topics like misinformation and harmful content, the government said.

It will be supported by TV ads and content on Facebook, Instagram and TikTok, initially in Yorkshire, northern England, and the Midlands, the government said.

The campaign launches weeks after the government said it was prepared to take robust action to protect children online, with an Australian-style social media ban for children under 16.

Ministers are due to visit Australia, which imposed its ban in December, to look at their approach. Kendall has said Britain was weighing the same age threshold as Australia.

Spain, Greece, France, Slovenia and the Czech Republic have in recent weeks also said they were considering similar restrictions as attitudes harden against technology that some say is designed to be addictive.