In a globalised and digitalised world, it is important to promote the benefits of fun, safe and educational online opportunities for children while minimising any potential risks.
Promoting benefits of online engagement for children while reducing potential risks
We provide children with fun, safe and enjoyable digital experiences within which they can create, play and have fun, while learning good digital behaviour that adds value to children throughout their lives. However, there are risks to digital engagement and together with our partners, we work to reduce the risks that online interactions may pose to children.
Our Digital Child Safety policy provides global direction
We have developed a Digital Child Safety policy. The policy provides global direction for the LEGO Group and will be implemented through mandatory training and guidelines. Furthermore, we strengthened our Responsible Marketing to Children policy and ensured that all employees working in commercial communication receive training to ensure global compliance with our standards. The Digital Child Safety policy will also apply to our partners who work with us to deliver LEGO® branded experiences.
We aim to reduce any potential risks for children during online interaction with the LEGO Group
Firstly, the Digital Child Safety policy aims to prevent, respond to, and resolve potential risks during children’s interaction with our digital experiences. Secondly, the policy promotes a common understanding of digital child safety issues, facilitating best practice development across the business areas where we engage with children and further strengthening our governance, documentation and accountability. Lastly, the policy ensures all digital content not aimed for children is clearly labelled, user generated content complies with LEGO® policies, and reporting tools are used to ensure inappropriate content is quickly removed.
The LEGO Group’s Digital Child Safety policy