Molly vs The Machines: Why online safety requires more than age restrictions

Chaired by BIMA Chair and MAD//Fest host, Mary Keane-Dawson, the discussion featured Ian Russell, father of Molly Russell and founder of the Molly Rose Foundation, Natalie Tyre, former Meta executive, Jake Dubbins, co-founder of the Conscious Advertising Network, and Johnny Winn, Head of Advertising at  Virgin Media O2.

The session centred on the story of Molly Russell, who died in 2017 after being exposed to a relentless stream of self-harm and suicide-related content online. Her father, Ian Russell, spoke about finding what he described as a "stream of life-sucking content" on Molly's phone, and warned that, almost a decade later, many of the same recommendation systems are still shaping what young people see.

Responding to proposals for a social media ban for under-16s, Russell argued that restrictions alone are unlikely to work. Citing evidence from Australia, he noted that many young people continue to access social platforms despite age limits. More importantly, he warned that bans could drive children's online activity underground, making it harder for parents to support them.

Natalie Tyre agreed that regulation has a role but argued that platforms must accept responsibility for creating safer digital environments. Features such as private-by-default teen accounts, parental controls, messaging restrictions and screen-time reminders are positive steps, but she cautioned that blanket bans could reduce the incentive for platforms to keep improving their products.

The panelists constantlyreturned to a central theme that the problem is not simply harmful content but the way platforms are designed.

Jake Dubbins argued that social media companies are, above all, advertising businesses. Their commercial model rewards attention, encouraging features such as infinite scroll and recommendation algorithms that keep users engaged for longer. The issue, he said, extends far beyond children, affecting vulnerable adults and society as a whole.

Dubbins also questioned whether years of self-regulation have delivered meaningful change. Without mandatory transparency and independent oversight, he argued, platforms continue to define their own standards while advertisers often lack visibility into where their budgets are being spent.

For the advertising industry, this creates both a challenge and an opportunity.

Johnny Winn acknowledged that advertising has fuelled the growth of digital platforms but said brands should use their influence to demand higher standards rather than simply withdrawing. Greater transparency, measurable safety standards and "trust by design" should become conditions of media investment.

Tyre added that marketers also need better ways to measure success. Today's metrics reward attention but fail to distinguish between valuable engagement and harmful consumption. Until platforms provide richer data about the quality of attention they generate, advertisers cannot make fully informed decisions.

Closing the discussion, Ian Russell urged everyone in the room not to see online safety as someone else's responsibility. Governments must regulate, platforms must build safer products, advertisers must ask tougher questions, and parents, educators and civil society all have a role to play.

The panel ended on a note of cautious optimism. As AI reshapes the digital landscape, consumer demand for trusted brands and trusted platforms is growing. For the advertising industry, that presents a clear opportunity: use commercial influence to reward transparency, accountability and responsible design.

The consensus was clear. Protecting young people online will require more than age restrictions. It will require rebuilding the digital environment around trust.