New independent research conducted by Talbot Mills reveals only one in three parents have established rules around their kids' social media usage.

While the overwhelming majority of New Zealanders believe parents should decide when young people can start using social media, there is also support for intervention and increased education.

Make Sense co-founder Holly Brooker says many parents are struggling to keep up with evolving technology.

"It's hard to implement that across many different platforms and devices - and often, parents aren't actually that aware of what their kids are doing online."

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