For many companies who operate online, attention and engagement are the ultimate goal. Social media sites in particular make deliberate creative choices to keep people scrolling, reading, watching and clicking. This phenomenon is known as ‘persuasive design’ and it’s employed in the vast majority of the digital world’s most popular apps. A study by the charity 5Rights Foundation concluded that “…the brain's response to rewards and punishments can be leveraged through persuasive design to keep children online.”

For hints and tips to avoid these manipulation tactics, please read the latest guide from the National Online Safety team which dissects the potential risks associated with persuasive design on our young people.