Through Their Eyes: Protecting Children in the Digital Era and Defending the Rights of Future Generations in the Western Balkans

Valmira Morina

Children are growing up in a world where their most private moments, often shared innocently or proudly by parents or friends, can be turned against them. In the Western Balkans, a region still healing from its past and striving for stronger democratic institutions, new digital threats are surfacing with alarming speed. 

The aforementioned threats do not come through traditional violence but through the digital manipulation of children’s images and identities. Such violations of children’s rights happen without any physical contact. In this rapidly changing digital environment, the protection of children’s dignity is not just a legal imperative but a moral one. Over the past decade, the sharing of children’s photographs on public platforms has become commonplace. It is often done with pride and love, but these same images can easily be accessed, altered, and repurposed without consent. The Western Balkans are not immune to this phenomenon. While societies in the region work hard to develop inclusive educational systems and social protections, technological advancements have introduced new forms of exploitation that existing laws were never designed to address. The production of synthetic and manipulated images that depict children in compromising or abusive contexts is one such example (WeProtect Global Alliance 2023, 34). Even when these images are not based on real-life abuse, they still represent a violation of the child’s personhood, safety, and psychological well-being.

In this context, it becomes clear that the digital environment is not neutral. It is a space where children’s rights must be proactively defended. International conventions such as the United Nations Convention on the Rights of the Child (United Nations 1989, art.3) and the Lanzarote Convention (Council of Europe 2007) provide strong legal frameworks for protecting children from sexual exploitation and abuse. Yet they remain limited in their ability to respond to new forms of harm emerging from digital manipulation, image-based abuse, and non-consensual content distribution. These gaps are particularly stark in regions like the Western Balkans, where policy implementation is often slow and digital literacy is inconsistently prioritized. At the heart of the issue lies a tension between technological innovation and child protection. New tools that can generate or alter images and videos are advancing faster than legal and ethical norms can keep pace. In many cases, this results in children being turned into the subjects of digital content they never consented to. This content can haunt them long into adulthood. These harms, although less visible than physical abuse, are no less serious. They are psychological, social, and developmental in nature, often leading to stigma, isolation, and mental health difficulties. They also raise important questions about identity, consent, and justice (WeProtect Global Alliance 2023, 12-14, 34).

Despite growing recognition of these issues, specific legislative responses in the Western Balkans remain limited. While some countries, such as Serbia, North Macedonia, and Albania, have taken initial steps to strengthen child protection, significant gaps remain. Serbia has adopted a National Strategy for the Prevention and Protection of Children from Violence (Child Rights Centre Serbia 2020), and passed a Law on the Rights of the Child that aligns with international standards. North Macedonia has implemented a National Action Plan for Children’s Rights (European Commission 2023), which addresses online abuse and digital safety. Albania’s National Agenda for the Rights of the Child (UNICEF Albania 2021) also prioritizes the protection of children from exploitation in digital environments. However, despite these frameworks, most legal systems in the region have not yet adapted to the emerging realities of non-contact digital abuse, and enforcement mechanisms often lack the capacity and coordination needed to respond effectively (Global Initiative Against Transnational Organized Crime 2021, 7-8, 46). Furthermore, enforcement remains a significant challenge. Law enforcement units often lack the training and resources to identify manipulated content, and judicial systems are still catching up with the complex legal terrain of online exploitation. Many cases go unreported, especially in rural or marginalized communities where access to justice is already rocky.

It is important to acknowledge the significant role played by civil society in addressing these challenges. Across the region, NGOs and grassroots organizations have been instrumental in raising awareness, offering legal aid, and pushing for policy change (Global Initiative Against Transnational Organized Crime 2021, 8). Their efforts are crucial, especially in filling institutional gaps. However, relying on under-resourced organizations to lead the fight against digital exploitation is neither fair nor sustainable. Governments must take the lead by investing in national and regional protection systems, training professionals, and integrating child protection into broader digital policies (Global Initiative Against Transnational Organized Crime 2021, 9).

Moreover, regional cooperation is vital. The digital exploitation of children does not respect borders. A single image posted in Kosovo can quickly circulate across Montenegro, Bosnia and Herzegovina, and beyond (Amerhauser and Scaturro 2021). Regional institutions must therefore develop shared protocols, pool resources, and build joint monitoring mechanisms. A regional body dedicated to online child protection, one that includes youth voices and prioritizes preventative action, could serve as a much-needed hub for collaboration. The private sector also bears responsibility. Social media companies, image hosting platforms, and digital service providers must be held accountable for how their platforms are used. While some companies have made efforts to moderate content and detect harmful uploads, these are often reactive rather than preventative (Eurochild 2024, 2-3). Content moderation policies must be improved, and ethical considerations should be embedded into technological development from the outset. In many ways, safeguarding children’s rights online will require a rethinking of how we define success in the digital economy. This success must not be measured in terms of user engagement or clicks, but in terms of safety, dignity, and well-being.

Education plays a pivotal role. Digital literacy must become a core component of school curricula, not only for students but also for teachers, caregivers, and parents (Livingstone, Stoilova Mariya and Nandagiri Rishita 2017, 17). This education should go beyond technical competence and include discussions around digital ethics, privacy, consent, and the long-term consequences of online behavior. Importantly, it must empower children to understand their rights and to recognize when they are being violated. There is also a pressing need to shift cultural norms. In many communities, sharing images of children online is seen as harmless or inevitable. But every image carries risk. Parents, influencers, and even educators must be encouraged to think critically before sharing content involving children. Normalizing the idea that a child’s image is their own and not public property is a crucial step toward building a culture of digital dignity.

In light of these challenges, the Western Balkans have a unique opportunity to lead with integrity (Aspen Institute Germany 2024, 2). The region has shown remarkable resilience and creativity in other domains, including transitional justice and post-conflict reconciliation. These same values, including solidarity, accountability, and the prioritization of human dignity, can and should be applied to the digital realm. With the right leadership, the region could become a model for how small and transitioning societies can protect their most vulnerable populations while navigating the promises and perils of digital transformation. The urgency of this issue cannot be overstated. Children’s rights are not suspended in digital spaces. On the contrary, those spaces must become part of the broader human rights agenda (United Nations Development Programme (UNDP) 2023, 1-2). Protecting children from image-based abuse, manipulated content, and digital exploitation is not an optional policy area. It is a fundamental aspect of ensuring justice and dignity for future generations.

We must ask ourselves what kind of digital world we are building. Is it one that reflects the values of empathy, respect, and inclusion? Or is it one that trades innocence for spectacle and rights for convenience? The decisions we make today will determine whether tomorrow’s children live in a world where they are seen, heard, and protected, or one where their voices are drowned out by algorithms and their images become tools for harm. The time to act is now. By centering children’s rights in all digital policy discussions and by fostering cross-sector cooperation, the Western Balkans can help pave the way toward a digital future where every child grows up with dignity, safety, and hope.

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