For three years, I've spoken at schools about video games and social media. The small groups of parents who have attended often tell me similar stories: their sons and daughters are "addicted" to Fortnite, to Pokemon, to Minecraft, and they feel powerless about what they can do. When I tell them about parental controls – built-in tools on all games machines that let you limit access to games – many are bewildered or agitated, even though such controls have been a feature of console design for a decade. Video game trade body Ukie has launched a campaign to encourage more parents and carers to use parental controls, teaming up with ex-footballer Rio Ferdinand. The organisation wants to raise awareness that everything from screen time to in-game purchases can be monitored and controlled.