As part of the plan to filter the Internet the big ISPs also agreed to fund an awareness campaign to educate parents (the cynical among us believe this to be a PR ploy to gloss over the surveillance impact of DPI, filtering & the expansion of CleanFeed esque silent censorship).
The InternetMatters website itself ( http://www.internetmatters.org/ ) contains a lot of actually useful advice and doesn’t resort to scare tactics for sensitive subjects like Grooming or Bullying to encourage the use of filters.
Furthermore the website even tells visitors that No Filter is 100% effective;
This leads onto a point highlighted in a recent tweet for the campaigns twitter account;
— Internet Matters (@IM_org) May 14, 2014
96% of parents believe it is their responsibility to keep their children safe (so not the ISPs) and no filter is ever 100% effective.
So why did David Cameron and Claire Perry insists that ISPs start filtering the Internet?
Why has TalkTalk deployed surveillance grade Deep Packet Inspection equipment on their network? Why does Sky and others interfere with in-transit packets to spoof responses to legitimate requests?
One answer is that this equipment makes it easier for the Police & GCHQ to intercept traffic. It also enables rights holders to arbitrarily choose where your packets can go by blocking ThePirateBay.org and others like it.