UNICEF initiates signing of a Declaration on children’s rights in the digital environment among mobile operators in Serbia

Belgrade, 28 April 2026 – At the initiative of UNICEF Serbia, Yettel, Telekom Srbija and A1 Srbija today signed a Joint Declaration on acting in the best interests of children’s rights in the digital environment, committing to further strengthen their practices in the area of online child safety.

Digital technologies open up new opportunities for children to learn, develop and connect, but they also bring risks that require a responsible approach. As part of the digital ecosystem, mobile operators influence how children access and use digital spaces.

The Declaration covers areas such as online child safety, privacy and data protection, digital inclusion, responsible advertising, and monitoring the impact of business operations on children’s rights.

At the event, UNICEF’s D-CRIA Toolbox was also presented, helping companies assess the impact of their products and services on children’s rights and improve decision-making in the digital environment.

Through initiatives like this, UNICEF brings partners together and supports the application of international standards in practice, so that the digital environment better reflects the needs and rights of every child.

“Digital technologies bring significant opportunities for children, but also risks that must be recognised and managed responsibly. Governments set the framework, while schools and parents help children develop the skills to use technology safely. Mobile operators, as actors shaping the digital environment, play an important role in this process. By signing this Declaration, an important step is being taken towards aligning practices with children’s rights. Through this initiative, Yettel, Telekom Srbija and A1 Srbija are contributing to a safer digital environment for every child,” emphasised Deyana Kostadinova, UNICEF Representative in Serba.

Yettel, as a long-standing UNICEF partner, participates in initiatives aimed at improving children’s digital safety and promoting responsible internet use.

“This is a topic we have been working on for 14 years, with a focus on educating children, parents and teachers. As a technology company, we have a role in sharing the knowledge and digital skills needed for safe internet use and protection from risks and threats. With this goal in mind, we choose partners who share our ambitions and motivation. Our long-standing cooperation with UNICEF is one of the most impactful. In the past two years alone, 5,700 children, more than 120 teachers and around 950 parents have participated in programmes focused on digital skills and literacy, while the ‘Compass for Parents’ webinar has reached 49,000 viewers. We are pleased to see more companies joining this important effort, as together we can achieve the best results,” said Milica Begenisic, ESG Manager at Yettel.

Telekom Srbija contributes through its activities to raising awareness about the impact of digital technologies on children’s development and the importance of safe use and age-appropriate content.

“As our corporate responsibility efforts focus on supporting young people and education, online child safety is of essential importance to us. For years, we have been developing tools for safer internet use, protecting children’s data privacy and supporting digital literacy in schools and families. Our role is to help create conditions in which children are protected from harmful content, parents are supported in guiding their children’s online activities, and digital services are tailored to children’s age and needs. I would particularly highlight our project, ‘A Child’s World Is Bigger Than the Screen’, through which we promoted balanced screen use in early childhood. Our goal is for technology to support children’s development, not hinder it. We believe that through joint efforts we can create a digital space where every child in Serbia can learn, grow and stay safe,” believes Natali Delic, Executive Director for Strategy and Digital at Telekom Srbija.

A1 Srbija encourages the responsible use of technology and the development of healthy digital habits among users.

“At A1, we believe that the responsible use of technology is one of the key issues of modern society, especially when it comes to children and young people. Through our #BetterOnline platform, we continuously work on strengthening digital literacy, safety and healthier digital habits. We see this Declaration as an important step towards creating a safer and more supportive digital environment for all generations,” concluded Ana Boros Todic, Senior Corporate Communication Expert at A1 Srbija.

The signing of the Declaration is part of UNICEF’s broader collaboration with the private sector and other partners, aimed at improving conditions for a safe and enabling digital environment for all children in Serbia.