Blunt warnings telling teenagers not to share sexual images are failing to protect them and can make victims of image-based sexual abuse feel blamed, ashamed and unable to seek help, according to new research from the University of Surrey.

The study, published in Sexualities, found that current responses from schools, safeguarding services and the justice system are often fragmented, punitive and poorly equipped to address rapidly evolving threats such as sexual deepfakes and sextortion (blackmail involving sexual images).

Researchers argue that blanket ‘just say no’ messages ignore the reality that image-sharing can form part of young people’s relationships, intimacy and social lives. By treating all sharing in the same way, these approaches can shift responsibility onto victims rather than those who violate consent.

The research reviewed existing evidence alongside insights from a 2025 workshop involving 38 professionals from education, law enforcement, frontline services, academia, policy and the technology sector.

Participants reported that institutions can focus more heavily on confiscating devices, preserving evidence or protecting their reputations than addressing the emotional and social harm experienced by young people. Confusing legal and safeguarding frameworks can also mean the same incident could be treated as a consensual exchange, a safeguarding concern or a criminal offence depending on who handles it.

Dr Emily Setty, Associate Professor in Criminology at the University of Surrey, said:

“Telling young people to ‘just don’t send nudes’ is no longer a credible safeguarding response. It ignores how digital intimacy actually works and places the burden of preventing abuse on potential victims. With AI-generated images, a young person can now be targeted even when they have never created or shared an intimate image.”

Researchers propose an approach called ‘safe uncertainty’, which allows professionals to act decisively while considering the circumstances, relationships and needs involved in each case. Rather than relying only on rigid rules or checklists, schools and safeguarding services would examine issues such as coercion, breached trust, shame, peer pressure and the young person’s emotional safety.

Dr Setty continued:

“Young people who disclose abuse need to be met with care, not suspicion or a lecture about their choices. Schools and safeguarding professionals must be able to respond to the harm in front of them, even when a case does not fit neatly into an existing category. The priority should be restoring safety, dignity and trust.”

ENDS