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Principle 2

Everyone can use

Non-discrimination

Include me and my friends equally.

Boy, 15 years old, Finland

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Children need products and services that do not discriminate against characteristics such as appearance, gender, sex, age, ability, language, ethnicity, nationality or socio-economic background.

Support diversity, accessibility and inclusion in all aspects of design, business and marketing practices.

Expect children to use your products and services in unintended ways. Children might use your products or services even if they are not designed for them.

Provide spaces and tools for children to build and express a stronger sense of self.