As children in high, middle and even low-income countries gain access to the internet via a range of digital devices and services – most often via a mobile phone – parents are feeling challenged in their competence, role and authority. In response, parents draw on their available resources – socioeconomic and cultural – and their preferred parenting styles as well as some of the principles of positive parenting. In high income countries, a shift is underway from restrictive towards enabling forms of parental mediation. In middle and low-income countries, the evidence suggests that restrictive mediation is generally favoured by parents, although this brings costs in terms of children’s opportunities online, especially for girls. In all countries, the rapid pace of technological innovation undermines parental competence, this is in turn undermining children’s willingness to turn to parents for support. We conclude with suggestions to support parents in meeting the growing challenge of empowering their children online in diverse contexts.