Essex Police and EE partner to educate families on AI safety and deepfake risks

In a move described as a first for UK policing, Essex Police has teamed with EE and its BT parent to boost AI safety awareness for young people and families. The initiative combines an online video with in-store guidance to help households navigate artificial intelligence responsibly.

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The campaign highlights both the promise and risks of AI, including the rise of deepfakes that can manipulate video, audio and images to spread disinformation or sexual content online.

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Det Insp Emma Portfleet said AI tools can have positive uses, but also carry potential for significant harm if misused.

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The video shows a young actor extolling AI as "like magic" before revealing how it can alter footage to make an older man on a High Street appear to perform a ballet pirouette, warning that AI can spread lies and invade privacy.

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Essex Police notes it deals with the consequences of AI-generated content on a daily basis.

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In April, Brandon Taylor, a 26-year-old bartender from Braintree, was jailed for five years for creating sexually explicit images depicting real women by using AI to manipulate their photos and sharing them online on sites that trafficked in such material.

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The sharing of sexually explicit deepfake images is a crime under the Online Safety Act 2023, and the government signalled tougher measures this year.

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The reach of deepfakes is broad, from political manipulation to personal harm. Conservative MP George Freeman reported a deepfake in October that encouraged a defection to Reform UK, prompting calls for stronger protections for victims.

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Det Insp Portfleet, who leads the Essex Police online investigations team, said the online and real worlds are converging rapidly, making it harder to distinguish fact from fiction. "We need to stay ahead of the problem; we will investigate crimes, but ideally we prevent them," she said.

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From January, EE stores in Essex will offer dedicated AI-safety slots for families seeking guidance on recognizing deepfakes and protecting privacy. EE retail director Asif Aziz said the company wants to help young people and their parents navigate online life with confidence and positivity.

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The Cambridge-based Internet Watch Foundation (IWF) coordinates efforts to find, remove, and block online imagery of child sexual abuse, including AI-generated content. Chief executive Kerry Smith welcomed the campaign, noting the harm is real and that children can feel the same shame as if the image were genuine. She added that people can use IWF and Childline’s Report Remove tools to confidentially report such imagery for swift removal.

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Key Takeaways

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• Essex Police and EE partner to raise AI-safety awareness for families.
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• Deepfakes pose real risks; the Online Safety Act 2023 criminalises certain content, with tougher measures planned.
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• EE stores in Essex will offer AI-safety guidance starting January.
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• Resources from IWF and Childline help report and remove harmful imagery quickly.
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Expert comment: Dr. Maya Chen, AI safety researcher at TechInsight University, says public awareness efforts are essential as technology evolves faster than policy. Retail partnerships help reach families where they shop, making safety guidance more practical.

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The campaign reflects a broader push to balance innovation with protection as online life becomes increasingly interwoven with the real world.

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Summary: As AI tools become more accessible, the collaboration emphasizes prevention and education. By combining police outreach, retailer involvement, and watchdog resources, Essex aims to curb misuse while empowering families to navigate digital life securely.

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The online and real worlds are merging so fast that telling what's real and fake can be hard. This campaign aims to help families stay ahead of AI threats. BBC News