Digitalisation has changed communications dramatically over the last 20 years. This has entailed that preschool documentation of children and their activities, previously communicated with enrolled families, have become part of a mass distribution of social images. Thereby photographs, which initially aimed to involve the families in their children's education, are made visible to larger groups in society. This article examines digitally circulated photographs from three preschools in Sweden and, using critical image analyses, relates them to visibility, transparency and participation. The results show that digitally circulated photographs mediate a normative image of a universal preschool child, where the extended visibility of the preschool does not seem to make children's different interests, characteristics and standpoints visible. In fact, the children themselves are, in order to protect them, almost made invisible in the photographs. The discussion of this article concerns the ethics of a mass distribution of images where children are portrayed as a uniform group, and raises the fact that children become dependent on adults to interact with the photographs. Aims of marketing seem to become superior to aims of involvement, and preschools are able to tailor their communications to reach certain audiences. Thereby digital communication seems to contribute to increasing rather than decreasing inequalities among children.