UK Launches Initiative to Raise Awareness of Online Advertising

Advertising organizations, the government, and large brands like McDonalds, Mars, and Kellogg have joined forces in the UK to deliver educational materials designed to teach 6-11yr olds how to critically think about online advertising.

The initiative, called Digital Adwise, is being developed through MediaSmart, a non-profit media literacy program that provides educational materials to primary schools.

Speaking of the new initiative, Siôn Simon MP, Minister for Creative Industries, said, “In today’s media environment, children need to be helped and supported to think critically about the media, particularly in relation to the internet and advertising, and these materials do exactly that.”

It’s great to see digital literacy collaboration between industry, government and educators – hat’s off to this group. It will be interesting to see how it matures and whether elements will be relevant for US students at some point.



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