Some of the brands that have been criticized the most for their excessive marketing and for sending subliminal messages to kid are now doing their part to put a stop to the relentless excessive online marketing techniques used to capture the attention of kids.
Mars, Kelloggs, McDonalds, Lego, Mattel, Hasbro, Ferrero and BTHA have founded Digital Adwise, which is also supported by the advertising industry, including the IPA. This initiative aims to reach 77% of children who used the internet on a regular basis. Some claim that children are easy targets for marketers due to the large amount of time they spend online and watching television.
Digital Adwise plans to teach children about digital content through free online lessons and in a fun and engaging way. The program will be accessed by all primary schools in the UK. Digital Adwise is the newest addition to the industry’s media literacy program called MediaSmart; a non-profit program for school children ages 6-11, which develops and provides free educational materials to primary schools.
The program is already under heavy criticism by groups that feel this will further encourage kids to spend time online and that the initiative will only further benefit marketers and companies that seek to target kids primarily. Only time will tell how well the program works and if in fact, it will bring balance to the very controversial topic of marketing to kids.
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Hi Angel
I agree that this adds to the debate and therefore keeps it at the front of mind.
MediaSmart has done a good job in the UK and this initiative is fine as long as it isn’t too overt in its attempt to sell the brand.
I don’t think encouraging kids to use the net or its effect on kids is a problem as they are going to do this anyway and helping kids to be safe is vital.
Our schools in the UK are overloaded with brand owners who jump on bandwagons to get their brands into the education system and I understand why pressure groups have become cynical about attempts to put their brands in front of children.
But, as you say, its all about balance and let’s hope this is a positive.
Best
Nic