Media Smart campaign aims to educate young people about scam ads

Posted on Tuesday 12 March 2024

The campaign aims to increase media literacy in young people and create a better understanding of advertising and the media

Media Smart, the advertising literacy non-profit, has launched a new campaign to support 13-18 year-olds identify possible scams and avoid them when online.

Scam flags add up to a scam’ will also offer resources on how to report scam ads online, and has been co-branded with the new National Campaign Against Fraud ‘STOP! Think Fraud’, launched by the Home Office to boost the general public’s awareness.

“This is a vitally important initiative, and we are pleased to be supporting the UK Government’s National Campaign Against Fraud to drive awareness of scam ads to keep young people safe and empowered online,” explained Rachel Barber-Mack, Executive Director, Media Smart. “There is a shared responsibility for all of us in the media and advertising industry to invest in media literacy, it will reap dividends from an educational perspective as well as building public trust.”

Created to support both students and educators, the campaign will be delivered directly to young people in the places where they spend time online through engaging animated films. The assets will also be available for teachers and parents to use in the classroom and at home. A dedicated support hub is available on Media Smart’s website with downloadable support guides and access to video content.

Separately, IAB UK is working with other trade bodies as part of the Government-led Online Advertising Taskforce to protect young people from ads they shouldn’t see and tackle illegal advertising (such as scam ads)  online. You can find out more about this work here


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