Many children will unwrap their first mobile device this Christmas.
But safety advocates warn these presents can come with a sinister side.
A federal parliamentary inquiry examining social media and online safety has been told profit and privacy are being prioritised at the expense of children's safety.
Advocates want social media platforms to commit to do more to protect young people.
Child safety advocate Sonya Ryan warned any platform used by children provided an opportunity for predators.
Her daughter, Carly, was murdered in 2007 by serial pedophile Garry Francis Newman, who befriended the 15-year-old online.
Ms Ryan told the inquiry many social media platforms were unwilling to cooperate with law enforcement due to concerns about privacy.
"When it comes to young people's safety, every measure should be taken," she said on Tuesday.
"We are seeing more focus on privacy than there is on the protection and safety of young people."
The Alannah and Madeline Foundation, set up following the Port Arthur massacre, said actions to stop children being harmed online should uphold their privacy, safety, dignity and expression.
Foundation chief executive Sarah Davies wanted social media platforms to adopt a "safety by design" principal.
"It is unreasonable to expect children and young people to keep themselves safe online," she said.
The father of murdered schoolboy Daniel Morcombe wanted states and territories to adopt a uniform definition of child sexual abuse.
Consistent standards would help advocates educate parents and young people about the dangers that exist online, Daniel's father Bruce said.
The inquiry is due to report back in February.
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