Building a Safer Digital Future for Kids: The Heat Initiative Story

Heat Initiative publicly launched in the fall of 2023 with one goal: to make our online environments safer for kids. For us, that meant putting pressure on companies that enable and profit off of child sexual abuse, starting with Apple.

Since our launch, we have deployed hyperfocused tactics with a primary focus on Apple, securing some incredible wins for families and kids:

In an important step forward, Apple rolled out a new feature that lets kids report nude images and videos in iMessage. While this is currently only available in Australia, it represents critical progress in our fight to protect kids online.

Studies show that kids are more likely to report issues directly to the company rather than to parents, caregivers, or friends. That's part of why Apple's move is so important – they often serve as a child's first (or only) line of defense. While there's still more Apple can do, this update is a major shift. It highlights the power of accountability, collective action, and the importance of regulating industries. Now, child users who face unsafe or unwanted sexual interactions in iMessage can get help more easily.

This change also demonstrates the power of collective action and the importance of a multi-pronged approach to tech accountability. It was achieved thanks to the yearslong work of the eSafety Commissioner, child safety advocates, survivors, youth leaders, concerned parents, academics, and technicians.

Apple is facing a billion-dollar lawsuit that claims the company didn't do enough to stop child sexual abuse material from being stored on iCloud. The plaintiffs are survivors of child sexual abuse whose abuse was recorded and shared online, spreading across both the dark web and everyday platforms. Heat Initiative is honored to be part of making this happen.

Most recently, we partnered with ParentsTogether Action to publish a report on the failures of the Apple App Store in maintaining a safe place for child users to download safe, age-appropriate apps.

In a toy store, the warnings are clear; labels like “Ages 3+” or “Not safe for children under 2” help parents make quick, informed choices. Movies, too, come with ratings—clear signals of what’s appropriate, vetted, and validated by third-party experts. Apple’s App Store is different. It’s a marketplace of over 2 million apps, many packaged to look kid-friendly. Although Apple has made clear commitments to its users, asserting that the App Store is “a safe place for kids” and that they “review every app to make sure it does what it says it does,” within 24 hours, one researcher found hundreds of inappropriate apps rated as suitable for kids. Parents don’t need guesswork; they need transparency – every parent deserves to know when something is unsafe for their child.

Since our report was published, over 60% of the apps identified as unsafe for children have either updated their age rating or have been removed altogether.

This fight cannot be won alone. We have incredible allies, The Brave Movement being one of them, and we will continue amplifying the efforts and expertise of our partners to deliver progress against our shared vision. In our movement, partnership and collaboration don’t just build capacity—they show Big Tech that fire is catching. It demonstrates that consumers are ready to demand more from the platforms we use every day.

Learn more about Heat Initiative and our work here.