Food Advertising
Media Literacy
The World Health Organisation notes that the “acquisition of media literacy, starting in primary school, [is] important to promote healthier diets, and to counter food fads and misleading dietary advice.”
As part of the advertising industry’s response to the WHO Global Strategy, it has been investing in media education for 6 to 11 year olds and providing, free of charge, educational materials to primary schools that teach children to think critically about advertising in the context of their daily lives. Media Smart has already been taught to over a million children in the UK, and is now present in 27,000 primary schools across Europe (Belgium, Finland, Germany, Hungary, Netherlands, Portugal, Sweden and the UK).
The Media Smart Expert Group, consisting of leading academics and educationalists in the field of media literacy, ensures the quality and independence of the programme by writing, reviewing and approving the teaching materials. Endorsed by the Times Educational Supplement, the programme also enjoys the support of the, UK Department for Children, Schools and Family1 Ofcom (The UK independent broadcaster regulator),2 the UK department for Education and Skills, the Dutch Government and the European Commission. At the request of the UK government, Media Smart developed a module dedicated specifically to food marketing communications.
When talking about digital media citizens of the future, Tim Suter of Ofcom, the UK independent broadcast regulator, said at to a meeting of stakeholders in January 2007:“Media Smart so obviously, so patently gets it. It understands that that’s the challenge of the future, it appeals to children clearly, it appeals to teachers equally clearly. It appeals to industry, people in this room are a testament to that and it appeals to policy makers, ditto.”
Media Smart recently launched a new set of independently drawn up teaching materials (Be Adwise 2), which aim to build up children’s literacy skills with regard to the digital media, which are of growing importance in their lives. The programme has received extensive government and stakeholder support and is being requested by a large number of schools in the UK.
As part of the advertising industry’s response to the WHO Global Strategy, it has been investing in media education for 6 to 11 year olds and providing, free of charge, educational materials to primary schools that teach children to think critically about advertising in the context of their daily lives. Media Smart has already been taught to over a million children in the UK, and is now present in 27,000 primary schools across Europe (Belgium, Finland, Germany, Hungary, Netherlands, Portugal, Sweden and the UK).
The Media Smart Expert Group, consisting of leading academics and educationalists in the field of media literacy, ensures the quality and independence of the programme by writing, reviewing and approving the teaching materials. Endorsed by the Times Educational Supplement, the programme also enjoys the support of the, UK Department for Children, Schools and Family1 Ofcom (The UK independent broadcaster regulator),2 the UK department for Education and Skills, the Dutch Government and the European Commission. At the request of the UK government, Media Smart developed a module dedicated specifically to food marketing communications.
When talking about digital media citizens of the future, Tim Suter of Ofcom, the UK independent broadcast regulator, said at to a meeting of stakeholders in January 2007:“Media Smart so obviously, so patently gets it. It understands that that’s the challenge of the future, it appeals to children clearly, it appeals to teachers equally clearly. It appeals to industry, people in this room are a testament to that and it appeals to policy makers, ditto.”
Media Smart recently launched a new set of independently drawn up teaching materials (Be Adwise 2), which aim to build up children’s literacy skills with regard to the digital media, which are of growing importance in their lives. The programme has received extensive government and stakeholder support and is being requested by a large number of schools in the UK.
1. Media Smart acknowledges the power of advertising and attempts to empower the consumer. And it is an example of an industry taking responsibility for its own actions. It is enlightened self-interest.”
2. “It’s no accident that Media Smart and Ofcom are roughly the same age. WE are joined together in this task of bringing media literacy to audiences and we hugely value and support the practical work that Media Smart is doing….Investing in media literacy is particularly important as we think about how best to support audiences in the new media age and Media Smart is blazing a trail in helping our youngest audiences to feel confident in their understanding of media.” – Tim Suter, February 2006.
