BT is urging broadband subscribers to set up BT Parental Controls, to prevent their children from accessing adult material online.
The network-based filter - designed to block access to potentially harmful websites on all devices - is available to all BT broadband subscribers for free.
Customers can set up BT Parental Controls for all PCs, laptops, games consoles, tablets and smartphones using their BT Home Hub router.
BT says activating the controls is "quick and easy to do", since there is no software to download. The filters can be set to automatically turn on and off at particular times, allowing parents to create a web 'watershed' if they choose.
New customers are automatically offered the option of setting up their BT Parental Controls when they connect their router.
To promote the wider use of internet filtering technologies, BT is launching a new publicity campaign fronted by former England rugby union star Austin Healey.
The ex-Leicester Tigers utility back - the father of four daughters, aged between six and 13 - is a presenter on BT Sport.
“If you have young children, I would really urge you to spend a couple of minutes setting up your BT Parental Controls," Healey stated.
“As a parent, there are an endless number of things to worry about, so don’t make the internet one of them.
"It really does take a matter of minutes and a few clicks of a mouse to protect your children online and it will give you the peace of mind of knowing they are using the internet more safely."
Healey described the internet as "a hugely valuable tool for children" - one that can be used positively to help them learn, interact and explore their curiosity and creativity.
Using BT controls can ensure young people are not exposed to websites their parents do not want them to see, he added.