Controversial website Ask.fm has appointed an international team of safety advisers, including an Irish expert, in its latest bid to rescue the social media company’s reputation.

Parents are more fearful of their children being on social media than any other online activity.

A parents’ representative group has warned Facebook it could be making a “big mistake” in reversing a ban on graphic content on the site, including beheading videos.

Facebook has angered online safety campaigners by allowing videos showing people being decapitated to be posted and shared on its site once again.

Facebook today responded to calls to step up online security by announcing a raft of new measures to “transform social networking safety”.