UK trade body Ukie’s new campaign helps parents agree gaming boundaries with children

UK video game trade body Ukie has launched a new campaign designed to help parents make sure their children are playing games safely and responsibly.

ParentPowerUps is a new initiative that aims to “help families have conversations about responsible gameplay during the summer holidays”.

Part of the campaign includes the PowerUpPact, a downloadable form that parents and their children can use to discuss how video games are played at home.

The form lets families agree how much time is spent each day playing games, how much pocket money per week can be spent on games and which PEGI ratings are appropriate for each child.

It also includes agreements about playing online, including whether children can only play with their friends or strangers too, whether they’re allowed to use voice chat, and a pledge on how they’ll behave when they’re online.

Jermaine Jenas said: “I love playing video games as a way of spending time with my kids so by partnering with Electronic Arts on this campaign, I hope we can help spread awareness of the parental controls that are in place on devices.  

“With the constant release of new consoles and games, I am sure that parents will have questions about how to keep their children safe whilst they play. Askaboutgames.com has lots of information about the measures that are in place to ensure that kids are having fun, but are also kept safe”.

Ukie’s campaign will be fronted by comedian and ITV’s Loose Women regular Judi Love, who herself is a mother of two children who play video games.

Similarly, Electronic Arts has launched a new UK digital campaign encouraging parents and carers to set up parental controls on their video game devices this summer.

The campaign, fronted by television presenter, football pundit, former professional footballer and father of four Jermaine Jenas – highlights the importance of using parental controls to help manage screen time, in-game purchases, online interactions, and access to age-appropriate content.

Alongside the launch of the campaign, Ukie has also published new research which surveyed 1000 parents of children aged between 4 and 18.

Of those surveyed, 87% have set up at least one parental control on their child’s device, but 83% said they wanted further information on parental controls.

“Video gaming can be a great way to engage in fun activities with your children and enjoying them together can be really beneficial for you both,” clinical psychologist Tanya Byron, who is also involved in the campaign, said in a statement.

“Children of all ages should feel involved in any decisions around parental controls and playing games and by having an open conversation, controls and restrictions can be implemented together.

“I’ve joined up with Ukie and helped to create the PowerUpPact, to encourage more parents to have valuable conversations with their children and to negotiate and agree on the usage of video game controls and restrictions to help parents feel assured that their children are acting responsibly online whilst still learning and having fun.”

Parents can find the PowerUpPact on the Ask About Games website.