The advertising industry has launched Digital Adwise; a national programme to raise children’s awareness of online advertising.
The initiative has been produced at a time when 77% of children regularly use the internet and £2.78 billion has been spent on online advertising in 2009 alone.
Digital Adwise comprises a set of free online lessons which will allow children to learn about digital content in a fun and engaging way and will teach them to think critically about online advertising. It also responds to public concerns about children’s exposure to online advertising. All primary schools will be able to access the programme at www.digitaladwise.mediasmart.org.uk
It has been funded by Mars, Kellogs, McDonald’s, BTHA, Ferrero, Lego, Mattell and Hasbro, and is supported by the wider advertising industry including the Institute for Practitioners in Advertising (IPA) and the Internet Advertising Bureau (IAB). 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 ( www.mediasmart.org.uk).
Speaking at the launch event earlier today, 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 advertising, and these materials do exactly that.”
Paul Jackson, Chairman of Media Smart said: “There is a real need for children to be helped to become more media savvy now that they are going online more often. They come across a lot of messages on the internet and Digital Adwise will help them to spot and think carefully about online advertising. Media literacy is more important than ever now that children have TVs games consoles and the internet in their bedrooms.”
Nick Stringer, head of regulatory affairs at the IAB, said: “Children are digital savvy, but they also need to be digital literate. The IAB welcomes Digital Adwise in helping children, teachers and parents better understand how digital advertising works. The initiative has the support of the UK Government and the industry should back the initiative to ensure its success.”
