Advertising industry to teach children about online ads

The advertising industry yesterday launched Digital Adwise, a national programme to raise children’s awareness of online advertising.

Digital Adwise comprises a set of free online lessons which allow children to learn about digital content and teach them to think critically about online advertising.

All primary schools will be able to access the programme at www.digitaladwise.mediasmart.org.uk.

The programme has been funded by Mars, Kelloggs, McDonalds, BTHA, Ferrero, Lego, Mattell and Hasbro, and is supported by the wider advertising industry, including the IPA.

It is the latest addition to the industry’s media literacy programme MediaSmart; a non-profit media literacy programme for school children aged six to 11 years-old which develops and provides free educational materials to primary schools to teach core media literacy skills.

Speaking at yesterdays launch event, Siôn Simon MP said: “Digital Adwise is cutting edge. 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 advertis-ing, and these materials do exactly that.”