As part of our ongoing focus on digital safety and responsible connectivity, DTE spoke with Bev Smith, Director at Friendly Wi-Fi, to discuss what the internationally recognised certification stands for, why it matters in today’s connected environments, and how organisations can ensure their public Wi-Fi meets recommended filtering standards.
For those unfamiliar, could you tell us a but about Friendly Wi-Fi – what is does and the mission behind the certification?
“Friendly Wi-Fi is an internationally recognised certification that identifies and validates that public Wi-Fi services meet recommended filtering standards for online safety.
It was originally established in the UK with Government support to ensure that Wi-Fi provided in public spaces, such as cafes, shops, and transport hubs and more, filters access to child sexual abuse and adult content, creating a safer digital environment for all users.
Our mission is simple: to make public connectivity safe, trusted, and responsible. By displaying the Friendly Wi-Fi symbol, organisations show their customers that they’ve taken proactive steps to protect families, young people, and vulnerable users online.”
Why is providing safe and compliant Wi-Fi access so important in today’s connected environments, particularly in sectors like retail and hospitality?
“Public Wi-Fi is now part of everyday life – people expect to connect instantly and safely wherever they are.
In sectors such as retail and hospitality, Wi-Fi isn’t just a convenience; it’s part of the customer experience. However, with that comes responsibility. These are also sectors where there can be increased dwell time and will have families, children and young adults using the Wi-Fi services.”
What common challenges do organisations face when ensuring their guest Wi-Fi meets safety and filtering standards?
“Many organisations assume their Wi-Fi provider already applies robust filtering, but that’s not always the case.
Common challenges include:
- Lack of visibility into what filtering is actually in place
- Inconsistent standards across multiple sites or service providers
- Technical limitations, especially where legacy networks don’t support modern content-filtering technology
- Balancing user experience and protection, ensuring safety measures don’t slow or block legitimate use
Friendly Wi-Fi bridges that gap. We independently verify compliance so businesses can be confident their Wi-Fi is safe, consistent, and up to recommended standards.”
How does the Digital Friendly Wi-Fi accreditation process work, and what kind of reassurance does it provide to businesses and their customers?
“Accreditation is straightforward but rigorous.
We work with Wi-Fi providers and venue operators to assess how their networks operate, specifically whether they block access to child sexual abuse material and adult content using recognised lists such as IWF (Internet Watch Foundation).
Once compliance is confirmed, venues receive Friendly Wi-Fi certification and the right to display the symbol both onsite and digitally.
We also monitor certification annually to ensure filtering remains active and effective and for larger clients, will do spot checks throughout the year.
For businesses, it’s a mark of trust and compliance; for customers, it’s an instant reassurance that the Wi-Fi they’re connecting to is safe and responsibly managed.”
What trends or developments are you seeing in how businesses are approaching online safety and digital responsibility?
“We’re starting to see a slow shift from compliance-only thinking to proactive digital responsibility.
Organisations are increasingly starting to view safe connectivity as part of their brand values, not just a technical requirement. This can be a challenge as many organisations have different teams who manage their brand reputation and their IT delivery requirements. Quite often they can be misaligned or often don’t communicate.
There is more pressure now from things like the Online Safety Act and proactive groups and associations who are pushing for a safer online experience for children and young adults. This is now more visible and brands and venues are becoming more aware.
There’s also growing interest from local authorities, education providers, and community venues that want to demonstrate visible commitment to safeguarding and wellbeing.
The biggest change is awareness: safe Wi-Fi is now starting to be seen as a core elements of digital trust, alongside data protection and cybersecurity.”
Finally, what advice would you give to organisations looking to enhance their Wi-Fi provision – both from a safety and user experience perspective?
“Start with visibility. Understand how your network is filtered, what protections are active, and whether your provider can evidence compliance.
From there:
- Choose a certified solution – one that meets recognised standards such as Friendly Wi-Fi
- Keep it consistent across all locations
- Communicate it clearly – displaying the symbol reassures customers and staff
- Balance safety with experience – reliable speed and seamless access matter too
Safe Wi-Fi isn’t about restriction, it’s about responsible freedom. Giving people confidence to connect, explore, and work online knowing the environment is protected.”
Next Steps
If you want to strengthen online safety across your sites and show families, staff, and visitors that you take digital responsibility seriously, becoming Friendly Wi-Fi certified is a great way to do it.
With DTE, you’re supported every step of the way. Our Wi-Fi experts make the process simple, helping you understand what’s required, configure your network for compliance, and ensure your connection is fast, secure, and reliable for everyone who uses it.
Because we’re a certified Friendly Wi-Fi partner, you’ll also benefit from exclusive pricing and expert guidance that ensures your network performs exactly as it should.
Ready to get started? Speak to our team today to begin your accreditation journey.
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