Today’s media landscape is in constant flux, and young people are exposed to more online advertising than ever before. Media Smart teamed up with youth centred creative business, Livity, to commission and conduct this report, which dives into the digital behaviours of 10 to 16 year-olds today.

Media Smart is the award-winning, non-profit education programme from the advertising industry.

Our mission is to ensure that every child in the UK, aged 7 – 16, can confidently navigate the media they consume including being able to identify, interpret and critically evaluate all forms of advertising.

We saw an opportunity to explore the topic of teaching advertising literacy among young people. The aim? To uncover their true understanding of digital advertising, find out the things they need extra support with, and establish what they need to help with to stay safe online.

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