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The responses of social networking sites to bullying or other damaging online material about children needs to be improved, a key internet safety adviser to the Government and the EU has said.

Although Brian ONeill says Facebook and Google are improving the way they respond to complaints from schools, parents and children, he believes more can be done. He has written an EU report with recommendations for children, parents, schools, governments and industry based on research with pupils in 33 countries.

Among the recommendations of the study, launched this week at an international internet governance forum in Turkey, is that industry providers provide tools to allow children and teenagers remove content that may be damaging to their reputation or personal integrity.

On Monday, principals told a Dublin City University conference on cyberbullying that response times of social networking sites varies and some do not do enough to deal with complaints.

Mr ONeill, as well as leading the EU Kids Online project, chaired the Internet Content Advisory Group whose report to Government was published in June. It said studies have endorsed actions by industry to date on dealing with complaints about online behaviour, but also found that not all companies participate, more transparency is needed about reporting, and safety standards could be improved.

That has been one of the big concerns of child welfare people, that they dont get a response when theres damaging material online. Theres a specific call on industry to ensure there are different safety features, said Mr ONeill, head of research at Dublin Institute of Technologys college of arts and tourism.

They include the availability of reporting features, that they are responsive and go back to users, and that there is an interactive means of following through on complaints, he said.

Mr ONeill said Facebook invests in safety awareness, and others are also starting to respond better.

Google have been in the middle of a storm over removing content because of a European court judgment, but they have broadly supported moves for under-18s, like providing additional protection, he said.

The recent report to Government recommended setting up a National Council for Child Internet Safety, to be chaired by a minister or junior minister, with representatives from industry, public bodies, and youth and child protection groups. It suggested internet service providers and mobile phone networks be encouraged to offer parental control products and services.

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Social media sites must do more to protect children