Children’s Media Literacy Initiative To Launch

ISBA is to be among nine founder members launching an initiative to develop children’s understanding of advertising and the media, in an attempt to counteract negative opinions regarding the effects of advertising on young minds.

The Media Smart scheme, whose other backers include toy manfacturer Hasbro, Sky and FMCG company Masterfoods, will launch in June and aim to improve media literacy, following a scheme developed in Canada. Its launch will be accompanied by a TV advertising and PR campaign as well as educational packs sent out to schools.

Malcolm Earnshaw, ISBA director general, said: “ISBA is giving its strong support to the soon-to-be launched Media Smart scheme…Advertisers want children to develop media and advertising literacy, so that they are able to understand and use advertising in the context of their daily lives.”

Pressure has been increasing across Europe recently for an all-out ban or further restrictions on advertising aimed at children. In this country, an Early Day Motion was laid down in the House of Commons earlier this year, also calling for a ban (see ISBA Defends Advertising Aimed At Toddlers).

ISBA: 020 7499 7502 www.isba.org.uk

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