Keeping Tamariki Safe Online: On Our Screens Survey Snapshot 2024 Highlights Kiwi Concerns
The Classification Office—Te Mana Whakaatu has shared results from its latest survey, showing that many New Zealanders are worried about harmful content, especially how it affects children and young people. Chief Censor Caroline Flora hopes parents will use the holidays to talk with their whānau about what they’re watching and how to stay safe online. The findings highlight the need for better tools to support families in today’s digital world.
Harmful content a key concern for families
The survey found that:
- 85% of respondents are worried about children and young people encountering harmful content on social media.
- 74% expressed concern about harmful material in video games, while 65% are worried about movies and TV shows.
Chief Censor Caroline Flora says the findings show that New Zealanders want and need better tools and resources. “Our screens are filled with incredible stories and learning opportunities, but they also present risks. It’s clear that most Kiwis are concerned about the impact harmful content can have on children and young people, not just in films but also on platforms like social media. Our job is to equip families with the tools and information they need to make safe choices."
"The role of the Classification Office is to empower New Zealand families to exercise their freedom of expression by equipping them with the tools to seek and receive the content that is right for them"
Protecting young people online remains challenging
The survey also reveals the challenges families face in keeping young people safe online:
- 75% of parents and caregivers feel it’s hard to protect children from harmful or inappropriate content online.
- While 66% feel they have the knowledge to guide their whānau, only 36% trust social media platforms to effectively remove harmful material.
"Parents want to do the right thing, but many feel overwhelmed by how much harmful content their children might come across online," says Flora. "It’s important that parents and caregivers can access simple and practical tools to support their whānau through these challenges."
Harmful content is hard to avoid for everyone
The research also highlights that harmful content isn’t just a concern for children—nearly half of respondents (46%) find it difficult to avoid offensive or harmful material online themselves.
- 30% reported seeing content promoting violence.
- 22% encountered content encouraging self-harm.
"This highlights the universality of the challenge," says Flora. "It’s not just young people at risk. Anyone can be affected. Understanding your own boundaries and knowing where to get help is crucial for navigating what’s on your screens."
Age ratings and content warnings matter
The survey highlights the critical role of age ratings and content warnings in helping families make informed viewing decisions:
- 79% think age ratings are important, with over half considering them “very important”.
- 84% value content warnings, including around two-thirds who find them “very important”.
"Age ratings and content warnings are powerful tools for teaching media literacy from an early age," says Flora. "For younger kids, they help lay the foundation for understanding what’s appropriate and safe to watch. For all ages, they provide essential guidance—not just on the nature of the content but also whether it might cross someone’s personal boundaries. This empowers viewers to make informed choices before they press play and helps parents and caregivers create safer viewing environments for their whānau."
Resources to help whānau stay safe online
To address these challenges, Te Mana Whakaatu offers resources to empower New Zealand families:
- Find a Rating: A tool to easily look up ratings and content warnings for movies, TV shows, and video games.
- Parental Controls: Guidance for setting up protections on streaming services and social media.
- Gaming Resource Hub: Support for understanding game classifications and keeping kids safe while gaming.
- Blogs and other research: Detailed guidance on navigating harmful or distressing content.
Seen something concerning? The Classification Office provides advice on handling harmful or illegal content online. Visit classificationoffice.govt.nz/contact for more information.
About the Classification Office—Te Mana Whakaatu
The Classification Office is an independent Crown entity responsible for classifying material which may need to be restricted or banned. This can include films, books, video games and online content. The Office can restrict or ban content that promotes crime, terrorism or violence. The Office also conduct research and produce evidence-based resources to promote media literacy and enable New Zealanders to make informed choices about what they watch.
See the Classification Office’s media fact sheet for more.
Visit www.classificationoffice.govt.nz for more information.
About the On Our Screens Snapshot 2024
- The question set was developed by the Classification Office—Te Mana Whakaatu with assistance from AK Research.
- Results in this report (2024) are based upon questions asked in AKR’s nation-wide online omnibus survey of n=1,000.
- The sample for the online omnibus was sourced from Dynata, one of the largest global panel providers. The sample was stratified by gender, region, and age to reflect the New Zealand adult population. The margin of error for a probabilistic sample of 1,000 from this panel would be ± 3.1% (for a 50% figure at the 95% confidence level).
- The online survey was conducted from 16 to 22 October 2024.
This is a summary report. You can view the complete report of findings on our website here.
Further information
- More information about age ratings and content warnings can be found here.
- Classification details for publications can be found using our Find a Rating search.
- Our 2023 Snapshot can be found here.
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