A growing body of evidence suggests that smartphones have become not just distracting but addictive, alongside being corrosive of mental health and posing potentially serious dangers for children.

With limited options for parents to protect their children from devices and content that can cause serious mental and physical harm, we believe society can and must demand better for its children. So we are working to effect a tobacco-style regulatory framework for smartphones that requires manufacturers, suppliers, and software and content providers, to meet tightly-drawn child safety standards if their products and services are ever to reach the hands of children, and for the marketing and supply of all other smartphone products and services to children up to Key Stage 4 school year age to be prohibited.

The campaign has attracted widespread press and public support.