Today, Thursday 7 October 2010 is the fourth national Internet Watch Foundation (IWF) awareness day.
According to the IWF, major UK internet companies are joining together with government departments, charities and police bodies to promote the foundation and its confidential online reporting service.
The IWF has marked the day by launching a new website - www.iwf.org.uk - designed to make it easier for the public to report suspicious content on the web.
The IWF insists the website receives around 400,000 visits a year and has dealt with over 35,000 reports so far in 2010, particularly those highlighting images of child sexual abuse.
"It is crucial that everyone knows they can report child sexual abuse images to us and have confidence that we will work to get them removed and investigated, wherever they originate in the world," said Eve Salomon, IWF Chair.
"It’s fantastic to see our member companies joining forces and getting behind this initiative by publicising our Hotline to their customers. Fighting child sexual abuse is something that unites us all and a report to the IWF could rescue a child from suffering."
The Internet Watch Foundation is billed as an independent industry body and since 1996 has operated the UK Hotline for the public to report criminal online content.
Reports can be submitted anonymously and each one is assessed and tracked by a specialist team of analysts. The IWF provides details of websites depicting child sexual abuse to police forces and Hotlines around the world for investigation leading to the removal thousands of images from the internet.