The card was thought up by UK businessman Alex Hewitt, who decided to work on it after finding that his daughter could only verify the age and identity of a third of her friends she had online.
Hewitt admits the system is not foolproof, but argues that online predators will baulk at requests for ID. The system is also promoted as a means to deter online bullying. Users are advised to report suspected abuse of the system to the police. Cards issued will give limited personal information about a child user (name, age, gender and general location).
The card has attracted its share of criticism already. Of course it is a good idea, but has been accused of being hard to get hold of, and might lead to parents thinking that they don't have to monitor their children's Internet activities any more just because they have one. Nevertheless, it is a positive step in the right direction.