EVERY parent knows that keeping their children safe online can be a daunting and challenging task.

It’s never more important than in the school holidays and this year’s summer break is already being dominated by a huge new arrival.

Pokémon Go is setting a precedent as one of the most successful reality game apps on the market, which makes it even more disappointing that child safety is simply not at its heart.

The app’s owners have ignored many warning signs and well-documented concerns.

It would have been far better if more safety measures had been put in place and we’ve developed a guide on the game for parents, which is available on our website.

Pokémon Go is just the latest drop in an ever-expanding digital ocean and while the online world can provide vast benefits for children, it’s not without clear risks.

Last year online abuse and safety issues accounted for more than 1,500 calls to Wales’ two ChildLine bases.

We believe social networking sites must be held to account for their content and in Wales, there’s also a real opportunity for ministers to lead the way and introduce a comprehensive online safety plan.

The internet’s an invaluable resource but an undeniable challenge and nspcc.org.

uk has a range of advice and tips for children and parents during the long summer holidays.

DES MANNION NSPCC Cymru / Wales