Leading consumer brands, including Mars, Lego, Kellogg and McDonald’s, have come together to launch Digital Adwise, an initiative aimed at raising awareness of online advertising among primary school children.
Children are being encouraged to be more aware and think more critically of digital advertising – This was highlighted further by the launch of a new national programme called Digital Adwise in the UK.
Launched by advertising industry, the initiative aims to reach the 77% of children who regularly use the internet.
Children are an easy target for marketers these days as they spend so much of their day online or in front of the television – so easy in fact that advertising to children is now a £99 billion industry, according to the authors of ‘Consumer Kids’ Ed Mayo and Agnes Nairn.
But some brands are doing their bit to put a stop to the relentless and sophisticated marketing techniques that are being used to capture the attention of kids. Mars, Kellogs, McDonalds, BTHA, Ferrero, Lego, Mattell and Hasbro have all funded the Digital Adwsie initiative, which is also supported by the wider advertising industry, including the IPA.
Digital Adwise is a set of free online lessons which will allow children to learn about digital content in a “fun and engaging” way.
The program responds to public concerns about children’s exposure to online advertising – a £2.78 billion industry.
All primary schools will be able to access the programme at www.digitaladwise.mediasmart.org.uk
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