Trust & Safety

Last updated: 6 May 2026  ·  BAMJOY LTD — Registered in England & Wales  ·  ICO Registration: ZB924199

1. Our Commitment

BAMJOY exists to help children grow through the power of personalised storytelling. Every decision we make — technical, editorial, and operational — is guided by one principle: children come first.

This page explains how we keep BAMJOY safe for children and families, what safeguards we have built into the platform, and what to do if something goes wrong.

2. Who Can Use BAMJOY

BAMJOY accounts are for adults aged 18 and over. Parents and guardians create and manage all child profiles within their account. Children do not interact directly with account settings, payment systems, or any other adult-facing feature.

Child profiles contain only:

• A first name or nickname (no real name required)
• An age group (used to tailor story reading level and content)

No other personal information about a child is collected or stored.

3. How We Keep Content Safe

3.1 AI Content Filtering

Every story generation request passes through an automated content filter before text or images are produced. This filter screens for:

• Violent, graphic, or disturbing content
• Sexual or suggestive content of any kind
• Content that could be harmful to a child's emotional wellbeing
• Profanity and inappropriate language

Requests that trigger the filter are blocked before any content is generated. The event is logged for review.

3.2 Age-Appropriate Content by Design

Story content is calibrated to the child's age group selected by the parent:

• Board Books (0–3) — simple language, gentle themes, sensory exploration
• Picture Books (3–5) — short sentences, vivid imagination, emotional learning
• Early Readers (5–7) — growing vocabulary, phonics alignment, mild adventure

Our AI is instructed to produce content appropriate to each age band. Parents can adjust their child's age group at any time from their account settings.

3.3 Illustration Safety

All illustrations are generated by Google Gemini under strict prompting guidelines. Our image generation prompts are designed to produce:

• Age-appropriate, child-friendly scenes
• Diverse and inclusive characters
• No realistic depictions of violence, fear, or adult themes

Illustration styles range from watercolour to digital art. All styles are reviewed for appropriateness before being made available on the platform.

3.4 Phonics Content

The UK Phonics Engine highlights grapheme-phoneme patterns in story text in line with the DfE Letters and Sounds framework (Phases 2–5). Phonics content is purely educational and involves no external data transmission. All phonics processing happens within your browser session.

4. No Advertising to Children

BAMJOY does not show advertising of any kind to children. We do not:

• Display third-party advertisements within the platform
• Use behavioural data to target children with marketing
• Allow sponsored content within story generation
• Share children's data with advertising networks

The BAMJOY blog and public-facing pages are ad-free. Our revenue comes entirely from subscriptions.

5. No Child-to-Child Communication

BAMJOY does not enable direct messaging, chat, or any form of communication between users. The Community section allows parents to post in moderated discussion threads. Children do not have access to the Community section independently.

There is no mechanism on BAMJOY for a child to be contacted by another user, adult, or third party through the platform.

6. Data Protection and Privacy

BAMJOY is registered with the Information Commissioner's Office (ICO) under registration number ZB924199.

We operate in full compliance with:

• The UK General Data Protection Regulation (UK GDPR)
• The Data Protection Act 2018
• The ICO's Age Appropriate Design Code (Children's Code)

Key protections include:

• Privacy by default — the most privacy-protective settings are applied automatically
• Data minimisation — we collect only what is strictly necessary to deliver the service
• No profiling of children — children's data is never used for commercial profiling
• Parental control — parents can view, edit, or delete all child profile data at any time
• Right to erasure — account deletion permanently removes all personal data within 30 days

For full details see our Privacy Policy.

7. Printed Hardbacks

For subscribers entitled to printed hardback storybooks, printing and fulfilment is handled by our UK printing partner using materials that meet UK child safety standards. Printed books:

• Are produced using non-toxic, child-safe inks and materials
• Meet UK toy and product safety regulations where applicable
• Are dispatched directly to the address provided in your account

If you have any concern about a printed product you have received, contact us at contact@bamjoy.com.

8. Reporting a Safety Concern

If you encounter anything on BAMJOY that concerns you — whether it is a piece of generated content, a Community post, or anything else — please report it immediately.

We aim to acknowledge all safety reports within 24 hours and resolve them within 72 hours. Urgent concerns involving child safety are escalated immediately.

9. Child Sexual Abuse Material (CSAM)

BAMJOY has a zero-tolerance policy towards child sexual abuse material. Any content of this nature discovered on the platform will be:

1. Removed immediately
2. Reported to the Internet Watch Foundation (IWF) at iwf.org.uk
3. Reported to the National Crime Agency (NCA) and relevant law enforcement
4. Result in permanent account termination

We actively cooperate with law enforcement in any investigation involving child safety.

10. Safeguarding by Design

BAMJOY is built with the ICO's Age Appropriate Design Code (Children's Code) embedded into our product decisions from the ground up. This means:

• No dark patterns — we never use design techniques that manipulate children or parents into weakening privacy settings or spending more money
• No countdown timers or artificial urgency — subscription and upgrade prompts are informational, never manipulative
• No social comparison — the platform does not show children how they compare to other children
• Parental oversight by default — all meaningful account actions require the parent account holder
• Clear language — all child-facing content uses age-appropriate, plain English

11. Community Moderation

The BAMJOY Community section is a space for parents and guardians to share experiences, ask questions, and support one another. It is not accessible to children independently.

Community moderation principles:

• Posts are reviewed against our community guidelines
• Spam, harmful content, and personal attacks are removed
• Users who repeatedly violate community guidelines are suspended
• No personal information about children should be shared in Community posts

To report a Community post, use the report function within the post or email contact@bamjoy.com.

12. Our Team and Accountability

BAMJOY LTD is a UK-registered EdTech company based in Downham Market, Norfolk. As a company handling children's data, we take our legal and ethical obligations seriously.

The individual responsible for data protection and child safety compliance at BAMJOY is the Managing Director, who can be contacted at contact@bamjoy.com.

We review our safety policies and technical safeguards on a regular basis and update them in response to changes in legislation, ICO guidance, and emerging best practice.

13. External Resources for Families

If you are concerned about your child's online safety more broadly, the following UK organisations offer excellent guidance:

• Internet Watch Foundation — iwf.org.uk
• NSPCC Online Safety — nspcc.org.uk/keeping-children-safe/online-safety
• UK Safer Internet Centre — saferinternet.org.uk
• Childline — childline.org.uk | 0800 1111
• ICO Children's Code — ico.org.uk/for-organisations/childrens-code-hub

14. Contact Us