How can children’s experiences in a digital world be made age-appropriate or at the very least not age-inappropriate or harmful? The effort to achieve this, on the part of policymakers, businesses and parents/ caregivers, is primarily led by a concern to protect children from harm facilitated by digital technologies. Child protection measures, in turn, are typically designed as a matter of responsible (or reputational) business practice, to address public and parental concerns to manage children’s access to and safety in the digital environment and/or in response to regulatory requirements (whether legislation or co- or self-regulation).