NSPCC: 'Adults fear backlash when helping children'
25 March 2014 Last updated at 16:22 GMT
Adults are wary of helping lost children as they fear being labelled "suspicious", the NSPCC has claimed.
It comes after 600 London shoppers were filmed walking past two girls aged five and seven who were pretending to be lost for a Channel 5 experiment.
The girls' mother, Reshma Rumsey, said it was "heartbreaking to watch so many people just ignore them".
John Cameron, head of helplines at the NSPCC, told BBC Radio 5 live's Peter Allen: "We think that other adults feel that if we were to approach a child, particularly men, that there's an ulterior motive for doing that."