South West Police launch first-of-its-kind TikTok and Snapchat campaign

Police forces across the South West have launched a major online awareness campaign warning teenagers about the dangers of child criminal exploitation, amid rising concerns over county lines activity in the region.

For the first time, Wiltshire, Avon and Somerset, Devon and Cornwall, Dorset and Gloucestershire police forces, alongside their Offices of the Police and Crime Commissioners, have joined forces to run a coordinated public-safety campaign on TikTok and Snapchat, platforms widely used by young people.

The initiative urges teenagers to “Spot the signs” of exploitation, with short, hard-hitting videos showing how criminal gangs groom, manipulate and coerce children into transporting drugs, money or weapons across county borders. The adverts also explain how to recognise the warning signs in peers and where to find confidential support.

County lines operations, where urban drug gangs expand their networks into rural areas, have become one of the UK’s most pressing criminal threats over the past decade. The model relies heavily on the exploitation of children and vulnerable people, who may be forced to travel long distances, stay in dangerous “trap houses,” or carry drugs internally.

National figures have shown thousands of children identified as potential victims each year, and South West police forces say criminal networks are increasingly active across the region.

Alison Hernandez, Police and Crime Commissioner for Devon, Cornwall and the Isles of Scilly, said the campaign is a crucial step in safeguarding young people from predatory gangs.

“We continue to work across the five forces in the South West to make our area hostile to drug dealers and to those who coerce or exploit our children.

“Drug dealers don’t care that it will put them at risk of serious harm, arrest or worse.

“This important campaign will help inform those around our children, who may have been coerced into committing a crime, to recognise the signs and encourage them to get help.

“I also urge parents to be vigilant and don’t be afraid to have a frank conversation with your children about how to spot the dangers of exploitation and to look out for their friends and classmates.

“Finally, if you have any information relating to children being involved in this, please report it to police on 101, or call 999 if someone is in immediate danger."

What Child Criminal Exploitation Can Look Like

Police warn that any young person, regardless of background, can be groomed into criminal activity. The regional campaign highlights common indicators that a child may be at risk:

• Going missing

• Unexplained gifts such as money, clothes, trainers or phones

• Constantly receiving calls or messages, or possessing multiple phones

• Sudden new friendships, particularly with older individuals

• Secretive behaviour around their personal life or devices

• Unexplained injuries

• Avoiding school or a sudden drop in academic performance

• Noticeable changes in mood or emotional wellbeing

By targeting TikTok and Snapchat, police forces aim to reach young people where they are most active. The campaign includes region-specific support links and helpline information, enabling quick access to help for those worried about themselves or a friend.

The launch marks a significant shift in how South West forces collaborate on child exploitation - a cross-border crime that requires cross-border solutions.

Further information about child criminal exploitation can be found at https://www.wiltshire-pcc.gov.uk/Youth-zone/secondary-age/county-lineschild-exploitation/