From Kijkwijzer to the Digital Kijkwijzer

For 25 years, Kijkwijzer has been helping parents and educators to choose films, series and online videos that suit the age of the viewers. To this end, NICAM has developed a scientifically based system that the media creators and distributors themselves use to analyse their productions and inform the public about potentially harmful elements. The information consists of an age rating and content descriptors that indicate the (main) reason for the age recommendation.

NICAM now started to translate Kijkwijzer to social media (platforms). The Digital Kijkwijzer also provides reliable, scientifically substantiated advice about potentially harmful effects of social media, where many children watch content.

What is the Digital Kijkwijzer?

The Digital Kijkwijzer will help parents, educators and young people to gain a better understanding of the risks of social media and video platforms, not only on content, but also on the design of the platforms. For example design elements that keep viewers watching longer than they want, or see certain types of content more often which can make it more harmful, but also on the possibility to come into contact with strangers.

The aim is to provide reliable, scientifically substantiated information and clear action perspectives on those elements that may be risky/harmful to children.

Why is the Digital Kijkwijzer necessary?

• Children and young people regularly see videos on social media with harmful  images such as war, animal suffering, self-harm or dangerous challenges.
• Social media algorithms increase the chance that intense content will spread quickly and will be offered more regularly.
• A reliable tool for parents in the form of information about potentially harmful effects of content and the design of social media.

The Digital Kijkwijzer practice

The Digital Kijkwijzer consists of four parts: classification of the platform, classification of the content, practical tools and handles, and a hotline.

1. Classification of social media platforms

Together with scientists in the field of media effects on children, NICAM assesses how harmful different elements of online platforms can be. The assessment of the platform is offered in an accessible way to parents, educators and children, so that it is quickly clear to them which potentially harmful characteristics occur on a platform.

2. Content Classification

The Digital Kijkwijzer facilitates and informs about the content on social media platforms that is classified with the help of Kijkwijzer Online:

• Content creators assess the extent to which their videos can be harmful to children on the basis of Kijkwijzer Online.
• For longer videos, such as on YouTube, the well-known Kijkwijzer icons indicate the age rating and content.
• For short videos, such as YouTube Shorts, Instagram Reels and Tiktoks, there are special warning labels. These labels quickly make it clear what risks there are and are easy to apply.

The ratings are offered by the creators on the platform so that it can be assessed per video whether or not you want to watch something.

3. Practical tools and handles

The Digital Kijkwijzer offers practical and reliable advice in the form of:

• Information about the potential effects of social media on children's mental and physical health.
• Practical tools for parents and educators to deal with these risks.

We develop the information and advice together with scientists. In this way, parents, educators and children can make well informed choices themselves. Young people and educators learn to recognise online risks and what they can do themselves, such as adjusting settings or consciously choosing to reduce or prevent certain risks within the platform.

4. Hotline

Finally, the Digital Kijkwijzer offers parents, educators and young people a hotline where they can go with questions and where they can report that, for example, they have unexpectedly seen harmful content without warning.

• NICAM registers all reports and discusses them with social media platforms and content creators.
• In addition, we carry out random checks annually to check whether they comply with (Dutch) law.