Ellen Roome and her ex-husband Matthew Sweeney have remained closely aligned in their mission to protect children online, despite having separated before the tragic loss of their son, Julian “Jools” Sweeney.
Their shared grief following Jools’ sudden death at the age of 14 in 2022 became the driving force behind a campaign that has since reshaped the UK’s approach to children’s digital safety.
Jools, a bright and well-liked schoolboy from Cheltenham, Gloucestershire, was found unresponsive at home, a loss that left his parents searching for answers.
While no formal conclusion could be reached about the circumstances surrounding his death, Ellen and Matthew have consistently voiced concerns that online activity or a dangerous viral challenge may have played a role.
That uncertainty exposed a harsh reality: under existing laws, parents had no automatic right to access their child’s social media or phone data, even when the child was a minor.
Determined to prevent other families from facing the same barriers, Ellen stepped into the public eye and launched the campaign that became known as Jools’ Law. Matthew, although choosing to stay largely out of the spotlight, has remained fully supportive behind the scenes.
In early 2025, Ellen publicly acknowledged that while she fronts the campaign, Matthew prefers privacy, a choice she has consistently respected. Together, they are often referred to by supporters as part of “Team Sweeney,” united by purpose even after their marriage ended.
Their advocacy has focused on one clear demand: that digital platforms automatically preserve the online data of deceased children and allow bereaved parents access through proper legal channels.
Ellen’s tireless work, including selling her long-running business to campaign full-time, led to parliamentary debates, collaboration with ministers, coroners, police, and online safety regulators, and growing international attention.
Alongside their legislative push, the couple also established the Pinky Promise Foundation, inspired by a simple but meaningful ritual Ellen shared with Jools, linking pinky fingers as a promise to speak honestly.
The foundation aims to support children and families who are struggling, ensuring Jools’ legacy extends beyond law reform.
By February 2026, their efforts had resulted in major progress, with the UK moving to become the first country to introduce automatic preservation of a child’s social media data following death.
While the change will not apply retrospectively to Jools’ case, Ellen and Matthew have both stressed that the goal has always been to protect others and prevent further tragedies.
Though their personal lives have taken different paths, Ellen Roome and Matthew Sweeney remain bound by love for their son and a shared determination to turn profound loss into lasting change.
Their story stands as a powerful example of how parents, even after separation, can stand shoulder to shoulder to fight for accountability, truth, and safer digital spaces for children.
Leave a Comment