IWF acts as a hotline for members of the public to report online images of child sexual abuse and criminally obscene adult content.

ComRes’s work will feed in to the development the IWF’s policy and campaign focus. Communications director Emma Lowther said: “There are so many aspects of our work where I know ComRes’s expertise will boost our efforts, whether we’re trying to raise awareness among politicians, find the best way to reach the general public, parents, or garner coverage for our initiatives in the media.”

Polling data from ComRes regularly appears on ITV News and in the Independent, the Independent on Sunday, the Sunday Mirror and the Evening Standard. It also works for McDonalds, the Department of Health, Cancer Research UK, Asda, Save the Children, Lloyds Banking Group and Transport for London.

ComRes chairman Andrew Hawkins (pictured) said: “Protecting the safety of children and other vulnerable people is a critical principle behind the conduct of all of our research. The internet is a brilliant invention but one blighted by the evil of child exploitation. IWF is a very important organisation in the struggle to protect the vulnerable and we are really delighted to be working together.”