Warning Message Content Increases Help Seeking in a Large-Scale Dark Web CSAM Intervention
Warning messages have been used to disrupt individuals seeking online child sexual abuse material (CSAM) and promote engagement with support services, yet large-scale field evidence on message content remains limited, particularly in high anonymity environments. This study reports a field experiment on Ahmia.fi, a Tor search engine, examining how warning message content influences behavior. Across a 140-day period, almost 20 million searches were observed, with over 3 million searches containing known CSAM-related terms that triggered a warning linking to an anonymous self-help program. Users were exposed to warning messages varying in thematic content and framing, or a neutral message. Across a randomized comparison, a campaign-wide analysis, and interrupted time series models, message content consistently influenced engagement with help resources. All active messages increased click-through rates to help resources relative to the neutral condition, with a harm-focused message producing the strongest effects. At the platform level, click-through rates increased from 8.73% before the intervention to 15.67% during the campaign. These findings highlight the importance of message content in shaping responses to warning interventions, supporting an approach in which messaging is refined and adapted to increase engagement with support resources.