European youngsters will enjoy more child-friendly content on the internet as well as being given better protection under an EU initiative launched yesterday.

The European Commission is working with some of the biggest firms in the industry, including Facebook, Google, Microsoft and Nintendo, on the project.

Digital Agenda Commissioner Neelie Kroes said the Commission supported the need for every child to have online access and wanted them to have simple, transparent and consistent internet tools.

She said: “Our initiative brings every type of player together so that children get more of the quality content, services and protection they need to enjoy a positive experience online.”

The strategy is built around self-regulation among internet companies and service providers but she warned the Commission will not hesitate to impose obligatory rules if the industry fails to deliver on its commitment.

The strategy’s main aims are encouraging more production of creative and educational online content for children and developing platforms that give access to age-appropriate content.

More awareness and teaching of online safety in all EU schools to develop children’s digital and media literacy and self-responsibility online is another important part of the plan.

The strategy, which is expected to start producing its first results next year, will also give families the tools to ensure children are protected online. These include ways to report harmful content and conduct, age-appropriate privacy settings and user-friendly parental controls.

Combating child sexual abuse material online by promoting research and innovative technical solutions in police investigations will also be encouraged.

It is estimated that 75 per cent of European children use the internet regularly, while four out of every 10 report encountering risks such as cyber-bullying, exposure to user-generated content promoting anorexia or self-harm or misuse of their personal data.

The Commission expects that 90 per cent of jobs across all sectors will require technology skills by 2015 but only 25 per cent of young people in member states say they have “high” levels of basic internet skills such as making online phone calls, creating a web page or using peer-to-peer file sharing.