Research data suggests in 2026, more than 1 in 2 very young children are regularly exposed to highly stimulating digital content.

Early studies are beginning to link this constant stimulation to long-term impacts on attention, impulse control, and dopamine regulation. Yet despite these risks, this content remains largely unregulated and widely normalised.

My First Addiction reframes overstimulating children’s content as what it can become:

a child’s first experience of addiction.

By exposing the hidden consequences of algorithm-driven childhood entertainment, the campaign calls for greater parental awareness, stronger regulation, and a healthier digital future for children.