LEAD STORY: Cyber bullying at top Bay private school | Hawkes Bay News | Local News in Hawkes Bay

Abusive web pages targeting school boys at a Hawke's Bay school included one that encouraged students to join by offering them "points" for virtual online games.

Two "offensive and abusive" pages were formed on the Facebook social networking site by students and ex-students of Hereworth School, a private boys' school in Havelock North. They came to the attention of a teacher who runs an independent film school there, who sent a warning about the dangers of cyber bullying.

Anjela Webster, of FX Film School, said she was particularly concerned about the number of boys who signed up, and expected many hadn't thought about the implications.

"I understand that incentives were offered, by offering 'Farmville' points - which is an associated application that Facebook offers," she said.

The game allows members of Facebook to manage a virtual farm by planting, growing and harvesting virtual crops, trees, and raising livestock. Players can expand their farm and gift goods to other players.

Ms Webster said many boys may have joined for the offers, but not conisdered the implications of being associated with such a site.

"The page targeted another ex-student and in no way could be described as humorous. It was in breach of Facebook protocol and was pulled down once reported," she said.

The other site was a YouTube video that "started harmlessly enough" before taking a "dark turn" to target ex-students.

"The cultural environment that our youth are exposed to often sees little or nothing wrong in targeting others for entertainment. As parents and educators, we have to send a different message and put a line in the sand regarding moral and ethical online behaviours," she said.

"Good, creative and intelligent boys are getting into situations online that show a lack of thought for others and a lack of wisdom in what they are posting and associating themselves with."

Principal Ross Scrymgeour said it involved "good kids who have just made a bad choice" and it was good to draw people's attention.

He said those using the internet needed to understand the term "cyber footprints" and how their actions could impact.

"That is unfortunate what is happening. These kids are not aware of what that sort of thing on the internet can do for their future. It is very hard to get rid of something once it is posted on the net and future employers can Google them and see information from the past, so you have got to be very careful," he said.

He also reminded students that social networking sites, including photos, videos and other selected applications, were completely viewable until they adjusted their privacy settings.

The school hoped to hold an information evening for parents on internet social-network awareness.

NetSafe development manager Sean Lyons praised the school for notifying the school community.

"The best way to deal with this is if everyone in the school community understands it is occurring. This can't be the dirty little secret."

Just because it was "covert", in that it was happening online, it was still bullying and therefore just as serious as if it was in the school yard.

Unpublished research commissioned by NetSafe showed as many as one in five young people had experienced some form of cyber bullying.