To celebrate Safer Internet Day 2025 and this year’s theme of working ‘together for a better internet’, the SuperAwesome team has put together a series of blogs that highlight some of the ways we’re building a safer internet for the next generation.

Safer Internet Day shines a light on the positive use of digital technology among kids and teens, which is reflected in the very fabric of what we do at SuperAwesome. As a tech company developing products that power the youth digital ecosystem, we work from principles of safety and privacy by design and put the well-being of kids’ and teens’ first.

What is Safer Internet Day?

Safer Internet Day is an annual event that recognises online safety internationally. It started as an EU SafeBorders Project in 2004 and was subsequently embraced by the Insafe Network. Today, it’s celebrated in more than 180 countries and territories worldwide, including the US, where ConnectSafely hosts the annual celebration.

Each year, the day seeks to raise awareness of emerging online issues and current concerns while also championing the various companies that are helping to meet some of these challenges head-on.

“SuperAwesome has been proudly recognizing Safer Internet Day for 9 years, and this year’s theme of working ‘together for a better internet’ is something that resonates deeply with our business mission to build a safer internet for the next generation.”

“As a rich ecosystem of innovators, creators, platforms, researchers, marketers, policymakers and more, we need to continue to work together to build inclusively for youth audiences and deliver responsible engagement wherever they are” – Kate O’Loughlin, CEO of SuperAwesome.

So, What Are Some of the Ways SuperAwesome Creates a Better Internet?

1. Education

SuperAwesome runs two training programs designed to help partners understand the compliance, regulation, and standards required to navigate the complex digital kids’ landscape safely.

KidAware is a program designed for media professionals and agencies to learn how to engage with Gen Alpha and Gen Z audiences while complying with industry regulations such as GDPR-K, COPPA, and even state-level legislation in the US. The program can be instructor-led or completed via a robust online course.
We also run a program specifically for content creators called SafeFam. This is designed to empower content creators to better understand the requirements of interacting with under-13 audiences.

To become SafeFam certified, creators must have their content audited and participate in the SafeFam training program to gain a deeper understanding of the key requirements for engaging with youth audiences on YouTube and other platforms. After completing the training, creators sign the SafeFam pledge, committing them to the principles of kid-safe digital engagement.

2. Insights

SuperAwesome also invests heavily in new research, which helps to build a deeper understanding of the nuances of Gen Alpha and Gen Z audiences.

So far this year, we launched a deep-dive study into fandoms and passions among youth audiences. The study was conducted among 3,750 under-18s and their parents across the US, UK, and Germany to help partners build a more detailed understanding of their audiences and how they can interact with them safely online.

You can also catch up on more than a decade of research and insights conducted by the SA team here.

3. Technology & Safe Data

The entire basis and ethos of SuperAwesome’s business is rooted in engaging with youth audiences online safely and compliantly through innovation. Our technology is purpose-built to protect young audiences and brands.

Over a decade ago, we introduced the world’s first COPPA-compliant engagement platform, AwesomeAds, to marketers and developers to safely fund great kids’ mobile and desktop experiences. Since its inception, we’ve expanded the platform to meet kids where they are across streaming, YouTube, and immersive games. Offering scale and efficiency, without compromising on brand safety. All advertising is vetted for age-appropriateness and compliance with SuperAwesome’s Advertising Standards, based on the CARU Guidelines and the CAP Code. We never utilize any dark patterns to elicit engagement. Ads are labeled and never include mechanics designed to manipulate or deceive. Even in co-viewing environments, we do not engage in any behavioral (e.g. identity-based) ads.

Most recently, we developed the world’s first youth-audience data and recommendation platform (Awesome Intelligence) to offer our partners greater clarity on youth audiences by surfacing safe, actionable, and, crucially, compliant data on Gen Alpha and Gen Z.

This innovation moves beyond basic demographic data, to help solve the long-standing challenge of data scarcity for brands when looking to engage with youth audiences online while ensuring safety and privacy continue to be respected.

4. Compliance 

SuperAwesome remains at the cutting edge of regulatory compliance and policy development, with a leading legal team that represents the business on industry boards, working groups, and regulatory consultations.

Our team has more than 15 years of dedicated experience in advancing safe and

effective marketing to youth audiences – bringing extensive knowledge of the international marketing and privacy landscape – interpreting FTC policies, privacy laws, and age-appropriate design codes.

We strive to share this knowledge with our colleagues and partners by breaking down the latest regulatory changes as they happen to help ensure that online rules are understood and respected. 

5. People

Everyone at SuperAwesome shares a goal and works hard to create value for the youth ecosystem. Celebrating online safety, learning, and understanding youth audiences gives us an opportunity to ensure that we are part of helping to educate and empower the young people we serve. 

This year, we’ve asked some of our team to highlight some of the ways they contribute to building a safer internet for the next generation. Look out for our upcoming blogs, which will cover personal perspectives, best practices for gaming activations, guidance on how to avoid scams, and how we classify content to keep young audiences safe online.