Parental controls are essential. The days of handing a child an unrestricted, unsupervised or unmonitored device, are well and truly in the past. We have literally met thousands of young children who have, and still are, being negatively impacted by their exposure to unsuitable content online. While devices have been designed for children to use, they have not been supplied with the necessary safety features, pre-installed, to protect children. These devices are no more toys, then they are babysitters. Left unrestricted in the hands of a child, content which has the potential to cause serious long-term psychological harm, is always only a click away.