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A third of new TalkTalk subscribers are choosing to activate parental controls at the point of service, it has been reported.

Dido Harding, Chief Executive at the broadband provider, explained that, since last month, the free HomeSafe service has been offered to consumers when they sign up.

"In March we became the first - and to date only - [broadband provider] to ask new customers if they want to activate HomeSafe when they join TalkTalk, following the recommendation made in the government's Bailey Review," she stated.

"Since we introduced this 'active choice', around one in three new customers are choosing to turn on parental controls."

Ms Harding said this is roughly equivalent to the number of UK households with children in them.

"We're delighted that the response has been so positive; it shows that active choice works," she added.

Parents really do value being offered parental controls upfront, Ms Harding commented.

She noted that TalkTalk has "not been shy" in telling customers about the benefits of HomeSafe, using TV ads, bill inserts and emails to get the message across.

"Over 350,000 customers have chosen to activate HomeSafe to date and we're now committing to increase this to one million families using HomeSafe by March next year," Ms Harding added.

"I know that is still a small number of UK households, but it will be nearly a quarter of our customer base and I'm really proud that TalkTalk is doing our bit to make the internet a safer place for Britain's families."

Earlier this week, the Independent Parliamentary Inquiry into Online Child Protection, chaired by Claire Perry MP, published its final report.

This included a number of recommendations for government and broadband providers about how child internet safety could be improved.

Ms Harding said it is good to see the continued parliamentary and government focus in this area.

"I've always believed that as one of the UK's largest broadband providers we have a duty to help our customers protect themselves online," she added.

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