Felicity Oswald calls for stronger safety measures, better AI design, and more women in tech roles.
Sheridan, WY, 17 November 2025 – Felicity Oswald, the former interim chief executive of the UK’s National Cyber Security Centre (NCSC), is calling on social media and technology companies to do more to safeguard girls and young women online. Now serving as the chief executive of Girlguiding, she warns that harmful online behaviour, sexism, and misogyny are rising, and current responses are not keeping pace.
Oswald said many tech firms are cutting back on online safety teams, even as harmful content spreads more widely. She urged companies to strengthen protections, create safer digital environments, and expand efforts to hire more women, especially in artificial intelligence roles.
After a decade at GCHQ, Oswald said her time spent dealing with serious national security threats inspired her move to Girlguiding, where safety both online and offline remains central.
A recent Girlguiding survey of more than 2,500 girls and young women revealed a troubling trend: one in four girls aged 13 to 18 has seen a sexualised deepfake of themselves, a friend, or a celebrity. Oswald said the number is alarming and called for urgent action to address the issue.
She also highlighted a gender imbalance in the AI sector, noting that over 70% of AI industry workers are men. Because of this, she said AI systems may not always reflect the needs or safety concerns of women and girls. She emphasized that both thoughtful regulation and responsible design are necessary to create a safer online world.
Under her leadership, Girlguiding is gathering signatures for an open letter calling for national action to protect girls from misogyny. The organisation also plans to work more closely with schools, tech companies, and policymakers to raise awareness and expand digital safety education.
Oswald said she aims to double Girlguiding’s reach within ten years while strengthening the group’s technology capabilities. She hopes to collaborate with major social media platforms to ensure that young people have the protection and support they need.