Children Offered Education In Advertising

Broadcasters and advertising agencies have today launched an initiative called MediaSmart, to help children interpret and understand advertising.

The campaign, which is aimed at 6 to 11 year-olds will utilise a range of teaching and advertising materials to explain the purpose of advertising and how ads are made. It will include a national TV and print campaign, a specially created website www.mediasmart.org.uk and a teaching resource with classroom activity plans.

Speaking at the launch, Culture Secretary, Tessa Jowell, commented: “It is only right that young people should have the chance to understand how the persuaders persuade. So that they can make more informed decisions as consumers and citizens.”

Jowell added: “MediaSmart evens up the odds a little and gives consumers a fighting chance. It is an example of an industry taking responsibility for its own actions. It is enlightened self-interest.”

However, according to the London based Peace Research And Education Trust: “Allowing business interests and economic criteria to determine what children are exposed to when watching ads will undoubtedly have some effect on their future outlook on society and limit freedom of expression.”

Recent research from the Chartered Institute Of Marketing also shows that 75% of adults believe that children are exposed to too much advertising (see Children Exposed To Too Many Ads, Says CIM Research).

MediaSmart: 0207 221 4374 www.mediasmart.org.uk

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