On Tuesday 29 April 2025, Luxembourg’s BEE SECURE launched an awareness campaign to highlight the dangers of online pornography for young people.
In a press release, the National Youth Service (SNJ) stated that young people today are exposed to pornographic content at a very early age, accessible with just a few clicks. According to the BEE SECURE Radar 2025, nearly 60% of young people aged twelve to seventeen believe that their peers view this type of content at least occasionally. SNJ added that this content conveys different representations of gender roles, masculinity, femininity and sexuality, which can influence how these topics are perceived.
With this new campaign, BEE SECURE aims to highlight the phenomenon of online pornography and encourage young people to develop a critical perspective on this content in order to understand that online pornography does not reflect reality and is, above all, a commercially motivated performance that influences their view of sexuality.
By shaping biased expectations regarding performance, physical appearance or relationships, pornography conveys a distorted image of sexuality. SNJ stated that it is designed to capture attention and provoke a reaction, it rarely shows the complexity, communication or emotions that accompany real sexual experiences - nor health-related aspects, such as the use of protection.
The campaign also aims to explain how this industry works, which is often unknown to young people. The pornography industry is dominated by a few large companies, which notably control the major platforms. At the same time, new models are gaining ground, offering content produced directly by individuals, but also, sometimes, by professional agencies. Understanding who creates these images, for what purpose and according to what economic logic is a first step towards a more critical approach to mediated sexuality.
BEE SECURE said it will use “the fictional and visually striking universe” of the "Cyber Jungle," which encourages the development of critical thinking around the slogan "Gleef net alles am Netz" (Don't believe everything on the internet). This universe is described as combining humour and quirkiness to reveal the inner workings of a world where everything is calculated, monetised and staged, thus encouraging reflection on the veracity of online content.
SNJ explained that to illustrate the power of digital content, all the visuals in the campaign were created using artificial intelligence (AI) technologies. This particular choice aims to demonstrate both the capabilities and potential dangers of AI in digital content production and visual manipulation.
To raise awareness among young people about the issues surrounding online sexual representation and encourage more informed, critical and responsible media consumption, BEE SECURE announced it will broadcast the campaign across various multimedia channels.
