Critical Thinking in an AI-Driven Advertising World

Written by Konrad Shek

As we mark Safer Internet Day 2026, the advertising industry finds itself at a fascinating crossroads. Artificial intelligence has moved from experimental tool to everyday reality, transforming how campaigns are created, audiences are targeted, and effectiveness is measured. Yet this rapid technological leap also brings a clear responsibility: ensuring that everyone — particularly young people — develops the critical thinking skills needed to navigate this evolving advertising landscape safely, confidently, and effectively.

AI’s Growing Role in Advertising

The advertising industry’s adoption of AI has been remarkably swift. From generative tools that produce creative assets to sophisticated algorithms that optimise media buying, AI now touches virtually every aspect of advertising. Large language models (LLMs) support copywriters in developing brand messaging, while computer vision systems analyse visual content at scale. Programmatic platforms — which match consumers with real-time personalised ads — use machine learning to make millions of bidding decisions per second, and predictive analytics help brands anticipate consumer behaviour with unprecedented accuracy. This technological transformation promises significant benefits: greater efficiency, enhanced personalisation, and creative possibilities that were unimaginable just a few years ago. However, as with any powerful tool, its value lies not only in what it can do, but in how thoughtfully and responsibly it is used.

The Critical Thinking Imperative

The advertising industry’s adoption of AI has been remarkably swift. From generative tools that produce creative assets to sophisticated algorithms that optimise media buying, AI now touches virtually every aspect of advertising. Large language models (LLMs) support copywriters in developing brand messaging, while computer vision systems analyse visual content at scale. Programmatic platforms — which match consumers with real-time personalised ads — use machine learning to make millions of bidding decisions per second, and predictive analytics help brands anticipate consumer behaviour with unprecedented accuracy. This technological transformation promises significant benefits: greater efficiency, enhanced personalisation, and creative possibilities that were unimaginable just a few years ago. However, as with any powerful tool, its value lies not only in what it can do, but in how thoughtfully and responsibly it is used.

As AI becomes more sophisticated, the need for critical literacy — both within the advertising industry and among consumers — has never been greater. This isn’t about technological scepticism; it’s about informed engagement.

For young people and families in particular, critical thinking skills are essential:

Media Smart: Empowering Young People

This is where organisations such as Media Smart play a vital role. Media Smart has long championed media literacy education, helping young people develop the skills to understand and critically evaluate advertising — work that has never been more relevant than in today’s AI-driven media environment. Through free educational resources, interactive tools, and engagement with schools, parents and teachers across the UK, Media Smart encourages children and young people to ask essential questions:

• Who created this content?
• Why was it made?
• What techniques are being used to persuade me?
• Is this telling me the whole story?

These core questions of media literacy become even more important when applied to AI-generated content. Media Smart’s empowering, educational approach provides a strong model for helping young people navigate an increasingly AI-enhanced digital world. The advertising industry’s ongoing support for Media Smart reflects a wider commitment to ensuring that, as powerful new technologies are adopted, equal investment is made in helping young audiences understand and question the content they encounter every day.

Looking Ahead: Supporting Safer Online Experiences

Safer Internet Day reminds us that online safety isn’t only about cybersecurity or privacy settings — important though these are. It is also about fostering the critical thinking skills that enable people, particularly young people, to engage with digital content thoughtfully and with confidence. As AI continues to evolve, the distinction between AI-generated and human-created content will increasingly blur. This makes critical literacy not a “nice to have”, but an essential skill for life in the digital age. As a major user of AI technologies, the advertising industry has a particular responsibility to lead by example. By championing transparency, maintaining high standards, and supporting trusted educational initiatives such as Media Smart, we can help ensure that AI’s transformation of advertising contributes to a safer, more trustworthy internet for everyone.

Helpful Resources

• Safer Internet Day 2026 – new AI classroom resources
• Making Sense of Media – Ofcom

About the Author

Konrad Shek is Public Policy and Regulation Director at the Advertising Association and a member of Ofcom’s Making Sense of Media Advisory Panel. He works closely with industry, policymakers and regulators on issues including advertising standards, media literacy and the responsible use of emerging technologies.

Let’s Make Time 2 Play this Christmas!

Written in collaboration with the British Toy & Hobby Association

As we move into the festive season, it’s the perfect moment to celebrate the importance of play — in school, at home, and everywhere children learn and grow. Play is more than a break from routine; it’s essential for children’s cognitive, physical, and emotional development. Toys act as the tools of play, giving children opportunities to explore, experiment, and make sense of the world around them.

About Make Time 2 Play

Make Time 2 Play is a campaign created by the British Toy & Hobby Association, dedicated to championing play as a vital part of healthy child development. The campaign offers free resources to help parents, carers, and educators prioritise playtime — especially during busy seasons when it can be easy to push it aside.

Through the FREE Make Time 2 Play app, website, and social media channels, families can access more than 450 creative play ideas. From festive craft activities to energetic playground games, each suggestion supports different types of development and offers new ways to bring joy into a child’s day.

The app tailors play ideas based on:

• Your child’s age
• How many children are playing
• Where you are
• How much time you have
• Specific developmental goals

With more than 140,000 downloads, it’s a trusted resource for families across the UK.

Why play matters

Through play, children develop a wide range of life skills:

• Physical play supports strength, fitness, and overall wellbeing.
• Imaginative play helps children express emotions and understand feelings.
• Creative play encourages curiosity and problem-solving.
• Social play helps children learn to communicate, take turns, share, and build friendships.

Play also provides a safe environment for children to test boundaries, take small risks, build resilience, and grow in confidence. That’s why Make Time 2 Play champions the idea that every child deserves dedicated time to play.

Buying safe products online

The British Toy & Hobby Association has also been raising awareness of the high number of unsafe toys being sold through some online marketplaces. In their latest investigation, 81% of toys purchased from well known companies failed independent testing to UK safety standards. Similar issues have been found across other product categories, including electrical goods and baby products.

To help families shop safely this Christmas, here are their key recommendations:

• Check who the seller is and whether they have a UK-based address — this is a legal requirement.
• Research the brand or company if you’re unfamiliar with it.
• Avoid deals that seem too good to be true — they usually are.
• Look closely at the product listing, checking for consistent descriptions, images, and safety warnings.

Make time for moments that matter

Play helps children thrive — physically, emotionally, and socially. Whether you’re planning festive activities, winter outdoor fun, or simple creative moments at home, Make Time 2 Play has a wide range of ideas to inspire you.

Find out more and explore their play resources here.

We hope you enjoy connecting, creating, and making time to play with family and friends this Christmas.

“Adolescence” on Netflix: Parenting Teens, Social Media, and Online Safety

Disclaimer: This article includes some spoilers for the series “Adolescence.”
Written by Ruth Gilbey

After watching “Adolescence” with my twin 14-year-old sons, I’ve found myself constantly reflecting. It sparked deep conversations in our household about teens and social media, and I’ve been eager to discuss it with anyone who will listen…

The Netflix series powerfully explores the complexities of smartphone use and the online world, how teens engage with digital platforms, and the real-life impact this can have on their mental health and well-being. It tackles uncomfortable yet essential topics head-on, such as toxic masculinity explained clearly and online subcultures like incels—an issue many parents haven’t fully understood until now. 

Toxic masculinity refers to harmful expectations placed on young men, pressuring them to suppress emotions or behave aggressively, while incels are individuals who blame others, particularly women, for their own loneliness, often expressing anger online in harmful ways.

The show also references controversial figure Andrew Tate, known for promoting problematic views around masculinity, relationships, and wealth. His content often encourages aggressive, sexist, and harmful attitudes towards women, contributing to unhealthy mindsets among impressionable teens.

“Adolescence” was eye-opening precisely because it addressed these serious issues creatively yet realistically. Some moments genuinely shocked me, although, disappointingly, other scenes felt all too familiar. This sentiment is widely shared, with many viewers calling the series a wake-up call for parents, educators, and caregivers alike.

Without giving too many spoilers away, one episode is shot in a state secondary school. The response to this episode has been mixed—some parents were shocked by how the students responded, others felt it mirrored their own children’s experiences, while some felt it didn’t reflect their children’s schools at all.

It’s important to note the series isn’t intended to create fear or panic but rather encourage awareness, understanding, conversation and positive action. Small, unnoticed shifts in young people’s behaviour can accumulate over time, making it essential for us adults to remain present, attentive, and responsive to their emotional needs.

As parents, our instinct is always to protect our children. But it’s complicated—we often hand our kids smartphones, understandably wanting them to fit in and connect, yet we simultaneously expose them to significant risks. My twin boys were given smartphones from the age of 11. This is something both my sons (and we as parents) felt immense peer pressure to do. We were told they were the only ones in their class who didn’t have a phone, and that it was essential for homework, as many assignments are now shared online by teachers.

One valuable takeaway was a newfound appreciation for schools and teachers. Now, I understand the immense pressure educators face daily, striving to keep our children safe both offline and online.

Another striking aspect of the series is how it reveals the ripple effect on the entire family. Parents watching this will likely find themselves asking: “Have I done enough? AM I doing enough? Could I have done things differently?” These are uncomfortable but important questions. “Adolescence” shows us that behaviour doesn’t change in a vacuum—it’s shaped by dynamics at home, the quality of connection within the family, and the emotional availability of caregivers. The show doesn’t blame parents, but it does hold up a mirror. It encourages us to reflect, not to feel shame, but to grow.

 
 
 
 
 
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A post shared by Netflix UK & Ireland (@netflixuk)

What age can children watch “Adolescence”?

 Many parents have been asking about the appropriate viewing age. Netflix’s “Adolescence” has a UK age rating of 15 due to its themes of discrimination, language, and violence. This rating indicates that the series might not be suitable for children under 15. However, every child is different. You may want to watch it first yourself, then decide if your child can handle the content. We watched it with our 14-year-old twin sons and found it sparked healthy conversations, but I wouldn’t have felt comfortable doing so when they were younger than this. Ultimately, only you know your child best.

So, what can we, as parents, actually do now?
  • Delay smartphone use: Consider waiting until your child is older, or better yet, have open discussions about why waiting might benefit their well-being.
  • Age-appropriate content: Ensure your child uses platforms designed for their age. Encourage honesty about their age when signing up for social media, lying can expose them prematurely to inappropriate content and risk.
  • Utilise family safety tools: Most platforms now offer robust family tools to manage screen time, restrict inappropriate content, and foster open conversations. Explore these features and talk about them openly with your children.
  • Encourage open conversations: Regularly check in with your children about their online experiences. Create a safe space where they can discuss issues, worries, or encounters they’ve had online without fear of judgment or punishment.
  • Prioritise family time and screen time management: In our household, despite juggling busy work schedules, we’ve found small steps like tech-free meals, phones down at 8pm, and watching programmes together have made a significant difference. Initially, my sons mentioned their friends joking about our family rules, yet they’ve also admitted they genuinely value the time spent together.
Looking for support?

If you’re wondering how to start these conversations at home, Media Smart offers a range of free, expert-backed resources to help young people understand advertising and the online world safely. From classroom materials for teachers to practical guides for parents and carers, Media Smart is here to empower 7–25 year-olds with the tools they need to think critically, act responsibly, and explore media-related careers.

Have you watched “Adolescence” yet?

At Media Smart, we’d genuinely love to hear your thoughts. What resonated most with you, and will it influence changes in your approach to technology with your teens? Let’s keep this vital conversation going.

Reflecting on 2024’s Achievements

Looking back on Media Smart’s 2024, I’m incredibly proud of the strides we’ve continued to make, empowering young people to navigate media and advertising with confidence and critical thinking skills.

Here’s a brief summary of what we’ve achieved over the last 12 months and a reminder of the resources you can share with your schools, networks and organisations.

Highlights from 2024:

 

Scam Awareness: Our ‘Scam Flags Add Up to a Scam’ campaign, co-branded with the Government’s STOP! THINK FRAUD initiative reached an impressive 183 million people. Targeting 13–25-year-olds, it provided vital tools for recognising and avoiding online scams.

 


Advancing Political Literacy: In just eight days, we launched a multi-media campaign educating young voters about political advertising, achieving 16.5 million views online. This initiative empowered young people to approach elections with confidence.

 


Inspiring Creative Careers: Through our Careers Workshops and online resources, we reached 13,800 students. With the support of Omnicom Media Group, 55 volunteers were trained to deliver live sessions in schools.

 


Making Airwaves: We launched our first-ever podcast, ‘Staying Safe Online,’ in partnership with the Industry Trust. This initiative, tied to Safer Internet Day, featured key industry voices, including Lord Ed Vaizey.

 


Growing Partnerships: We welcomed Netflix, Mail Metro Media, Yahoo, Next-Gen Media, and Into Film to our supporter network, bringing our total to 40 partners – double the number we had a decade ago.

 


Looking Ahead

Media Smart is committed to nurturing even more young critical thinkers in 2025. Our efforts to support parents, carers, educators, and policymakers will continue as we deliver even more impactful campaigns and resources.

Thank you for helping us create a media-literate future.

Warm wishes

Rachel Barber-Mack
Executive Director, Media Smart

Read our 2024 report here

Media Smart’s 2024 Journey – So Far

As we move through the year, I am thrilled to share the impactful work Media Smart has accomplished so far in 2024.

Media Smart Career Workshop

We launched an Advertising and Media Career Workshop with Omnicom Media Group UK earlier this month. The associated resources have already had hundreds of downloads, and we look forward to hearing your feedback from the classrooms in the Autumn term.

If you haven’t looked at this resource yet, we strongly encourage you to do so.

Addressing Online Scams

Earlier this year, we launched online videos and resources supporting the UK Government’s National Campaign Against Fraud through an innovative scam awareness campaign. Media Smart’s ‘Scam Flags Add up to a Scam’ aims to help 13–18-year-olds identify scams, how to avoid them, report them and where to go for support.

What’s the Deal with Political Advertising?

Our Political Literacy and Election Advertising Guide has been developed to help young adults critically evaluate political information and media messages in this year of many elections. This integrated campaign has been huge for Media Smart, reaching hundreds of thousands of people online, in cinemas, unis/colleges and on billboards nationwide. Ultimately, our mission has been to encourage young people to vote and to vote confidently!

Staying Safe Online Podcast

In celebration of #SaferInternetDay earlier this year, I joined a panel of experts who are driving positive change in child internet use on The BASE podcast, which is dedicated to promoting a safer online environment for our children. This episode empowers parents and the broader community with knowledge and tools for online safety.

The full guest list:

Our discussion delves into critical areas of online safety, including:

• Practical tips for safeguarding children on the internet.

• Understanding the rules around influencer advertising and the role of the Advertising Standards Authority.

• Identifying and avoiding scams and piracy.

Reflecting the comprehensive range of films and resources that Media Smart offers, this podcast episode is a treasure trove of guidance for anyone invested in making the internet safer for our younger generation.

Listen to the full podcast here.

All these initiatives reflect our commitment to equipping young people and young adults with the skills they need to thrive in a digital, commercial world. I encourage you to explore and share these resources, together, we can support and inspire the next generation to navigate the advertising and media landscape with confidence and integrity.

Rachel Barber-Mack
Executive Director of Media Smart

Media Smart Impact Report 2023

“Ensuring that young people are equipped with the knowledge and tools for how to navigate the media and technology landscape safely and to its full potential is so essential for our industry and only continues to escalate in importance.

Extending our focus this year to also educating young people around career opportunities in the media and advertising industry has also been an exciting step forward for Media Smart this year.”

Message from Media Smart’s Chair, Dan Clays, Chief Executive of OMG EMEA

Download the full report

Boost students’ news literacy skills as they return to school

As our young people head back to school, it’s important that they continue to develop the key skills of media literacy – resilience, empathy, creativity, communication and critical thinking. So, I’m pleased to be able to share information from our partner, First News Education, whose Creating News Reading Communities school resource has been built specifically to help teachers boost their students’ news literacy skills, enabling them to navigate today’s media landscape with confidence.

At First News, their fundamental belief is that, if the world is to become a better place, the next generation has to be better informed than the last. Since their launch in 2006, they’ve been committed to publishing unbiased, non-partisan news written especially for 7-13 year olds and their school resources further that mission by developing kids’ ability to identify fact, opinion and bias, and to tell the reliable news from the fake.

An independent evaluation by the National Literacy Trust, found pupils made significantly more reading progress than expected and a particular improvement in their inference and deduction skills when classes used First News’ resources as part of their regular curriculum. First News worked with the NLT to develop a resource pack enabling teachers to harness the benefits of news reading in their classroom community.  These activities are designed to make it easy for you to introduce news reading to your pupils and, ultimately, to encourage these students to become regular news readers.

A newspaper is a unique type of non-fiction text that exposes children to a wide range of topics, opinions, issues and types of information, on a regular schedule. Reading a newspaper takes them on a journey around the world, increasing their understanding of different places, people and ways of life. Along the way, they encounter stories from all areas of the curriculum.

Young people enjoy the element of choice involved in reading news, meaning they read it for pleasure as well as for information, and they particularly love to be informed about the world around them. The effort needed is relatively low due to the concise style of writing; even reluctant readers can access and enjoy reading news from just a few short paragraphs.

Recent world events mean that primary-aged children have begun discussing news in the playground. This, alongside the rise of social media, means the need to question and analyse the information we come across has never been more important. Primary pupils need to understand how news is put together, the difference between reliable and unreliable sources and to build up critical media literacy skills before they have unguided access to the internet.

Bringing news into the classroom supports children to consider controversial topics and understand different points of view. It also provides a chance to discuss any misunderstandings or worries they have in a structured, safe setting.

Sign up now to receive First News’ Creating News Reading Communities email taster course and harness the power of news reading in your classroom this autumn term.

Creating News Reading Communities 

Good luck with the new school year and we hope you enjoy these fantastic resources from First News!

Best wishes

Rachel Barber-Mack

Director of Media Smart

P.S. Did you know we have 11 FREE resources for educators, parents and guardians? Including lessons, films and guides on Body Image, Social Media,  Influencer Marketing, Piracy & IP, Creative Careers, TikTok and Instagram.

Here are a few of the latest ones available for you to download and share today…

How to Spot Greenwashing

For 11-17 yrs | Key stage 3, 4 & 5

Greenwashing is when companies use marketing to appear more environmentally friendly than they are. And according to the UK Government, 40% of ‘green’ claims made online could be misleading.

With our unique focus on advertising literacy, we have invaluable insights from young people on this topic and Media Smart is delighted to announce that we’ve created a simple five-point guide and short film which can be shared in the classroom, assembly or at home explaining what greenwashing is… so young people can spot it, report it and ultimately help to stop it.

TikTok: Adverts, Creators and You

For 13-17 yrs / Secondary school / Key stage 3, 4 & 5 / + SEND version

This exciting, film-based educational resource, featuring successful TikTok Creators, will empower 13-17 year-olds with the tools they need to navigate TikTok’s commercial side, ensuring they have the most positive online experience possible. It should also assist teachers, parents and carers who want to supplement their own knowledge to help young people confidently and securely use the platform.

Influencer Marketing

For 11-14 yrs / Secondary school / Key stage 3

Media Smart’s latest resource is aimed at helping teens understand the commercial link between social influencers and the brands they may be promoting. The rising number of social influencers in young people’s lives has prompted us to create a film-based PSHE teaching resource, the first of its kind to tackle this area of marketing.

How to manage your online advert experience

For 11-16 yrs / Secondary school / Key stage 3

In this new resource, we feature an animated film and classroom materials to support pupil discussions around interest-based advertising, why it exists, and how young people can best manage it. Students may be surprised to learn that this sort of advertising funds so many of the free platforms they use every day, from apps and websites to search engines.

Mindful Photography with Show and Tell Photo

This month, I wanted to introduce Media Smart’s incredible new partners, Show and Tell Photo, who support 9-18-year-olds with their mental health and media literacy through mindful photography.

No special equipment is ever necessary, and the Show and Tell Photo experience is simple and effective: your students can watch free online workshops by superstar photographers like Rankin and Jane Stockdale to learn about mindful photography, practice the tips and tasks and finally use those new mindful photography skills to visualise and share their emotions for the annual ‘How Are You Feeling?’ exhibition.

Their approach, ‘photography for life, not likes’, is now used by 700 schools and thousands of children worldwide. The ‘How Are You Feeling?’ exhibition has attracted nearly 55,000 submissions – so please get your young people involved too!

Show and Tell Photo’s professional education resources have been designed by creative leaders and mental health experts. All online and on-demand, check out their website for free PSHE sessions and online workshops and prepare to be astounded by the work created – go on, take a moment here and here.

We’ll collaborate in the future and look forward to sharing more details with you soon. You can also register your school on www.showandtellphoto.com to receive direct news updates.

“I started working with my classes and small groups before promoting this on a whole school basis. This not only encourages pupils to start talking about Mental Health but it is improving pupil’s confidence, communication skills and understanding”. Lisa M Ward, Maesteg School

Thank you for your support
Rachel Barber-Mack
Director of Media Smart

P.S. We have 11 FREE resources for educators, parents and guardians, including lessons, films and guides on Body Image, Social Media,  Influencer Marketing, Piracy & IP, Creative Careers, TikTok and Instagram.

Here are a few of the latest ones available to download and share today…

How to Spot Greenwashing

For 11-17 yrs | Key stage 3, 4 & 5

Greenwashing is when companies use marketing to appear more environmentally friendly than they are. And according to the UK Government, 40% of ‘green’ claims made online could be misleading.
Our unique focus on advertising literacy gives us invaluable insights from young people on this topic. Media Smart is delighted to announce that we’ve created a simple five-point guide and a short film which can be shared in the classroom, assembly or at home explaining what greenwashing is… so young people can spot it, report it and ultimately help to stop it.

TikTok: Adverts, Creators and You

For 13-17 yrs / Secondary school / Key stage 3, 4 & 5 / + SEND version

This exciting, film-based educational resource featuring successful TikTok Creators will empower 13-17-year-olds with the tools they need to navigate TikTok’s commercial side, ensuring they have the most positive online experience possible. It should also assist teachers, parents and carers who want to supplement their knowledge to help young people confidently and securely use the platform.

Influencer Marketing

For 11-14 yrs / Secondary school / Key stage 3

Media Smart’s latest resource is aimed at helping teens understand the commercial link between social influencers and the brands they may be promoting. The rising number of social influencers in young people’s lives has prompted us to create a film-based PSHE teaching resource, the first of its kind to tackle this area of marketing.

How to manage your online advert experience

For 11-16 yrs / Secondary school / Key stage 3

In this new resource, we feature an animated film and classroom materials to support pupil discussions around interest-based advertising, why it exists, and how young people can best manage it. Students may be surprised to learn that this sort of advertising funds so many free platforms they use daily, from apps and websites to search engines.

#MentalHealthAwarenessWeek

This week is #MentalHealthAwarenessWeek and I wanted to share a few resources with you.

Marking this week in the calendar provides an opportunity to promote relevant education and resources for young people, helping them better understand their mental well-being and recognise when they need support. It can also help reduce mental health stigma, making it easier for them to talk about their experiences and seek advice without fear of judgement.

If you want to promote #MentalHealthAwarenessWeek, The Mental Health Foundation is its home. Each year, they choose a particular topic to focus on, anxiety is this year’s theme and the campaign runs from 15 to 21 May.

Find out more and get involved, using the hashtags: #MentalHealthAwareness #ToHelpMyAnxiety https://www.mentalhealth.org.uk/mhaw

Next is the 15-minute film we created with First News – the Boys’ Biggest Conversation, featuring Dr Ranj, downloaded over 28,000 times by educators and carers. It’s a fantastic teaching resource for a school assembly or PSHE lessons. Parents can even watch it with their children at home. View the educational resources here.

We’re excited to read Dr Ranj’s new book, launched last week, on ‘How To Be Boy’. Described as an empowering and inclusive guide to masculinity for readers aged 10+ by the nation’s favourite doctor.

And finally, check out this new report from Ofcom that explores how media literacy can support positive mental health. Find out more about the 14 initiatives (including Media Smart’s Boys’ Biggest Conversation body image case study) tackling this groundbreaking area.

By promoting mental health awareness, we can empower and equip young people to manage their mental well-being – setting them up for a brighter future.

Thank you for your support.

Rachel Barber-Mack
Director of Media Smart

P.S. Did you know we have 11 FREE resources for educators, parents and guardians? Including lessons, films and guides on Body Image, Social Media, Influencer Marketing, Piracy & IP, Creative Careers, TikTok and Instagram.

Here are a few of the latest ones available for you to download and share today…

How to Spot Greenwashing

For 11-17 yrs | Key stage 3, 4 & 5

Greenwashing is when companies use marketing to appear more environmentally friendly than they are. And according to the UK Government, 40% of ‘green’ claims made online could be misleading.

With our unique focus on advertising literacy, we have invaluable insights from young people on this topic and Media Smart is delighted to announce that we’ve created a simple five-point guide and short film which can be shared in the classroom, assembly or at home explaining what greenwashing is… so young people can spot it, report it and ultimately help to stop it.

TikTok: Adverts, Creators and You

For 13-17 yrs / Secondary school / Key stage 3, 4 & 5 / + SEND version

This exciting, film-based educational resource, featuring successful TikTok Creators, will empower 13-17 year-olds with the tools they need to navigate TikTok’s commercial side, ensuring they have the most positive online experience possible. It should also assist teachers, parents and carers who want to supplement their own knowledge to help young people confidently and securely use the platform.

Influencer Marketing

For 11-14 yrs / Secondary school / Key stage 3

Media Smart’s latest resource is aimed at helping teens understand the commercial link between social influencers and the brands they may be promoting. The rising number of social influencers in young people’s lives has prompted us to create a film-based PSHE teaching resource, the first of its kind to tackle this area of marketing.

How to manage your online advert experience

For 11-16 yrs / Secondary school / Key stage 3

In this new resource, we feature an animated film and classroom materials to support pupil discussions around interest-based advertising, why it exists, and how young people can best manage it. Students may be surprised to learn that this sort of advertising funds so many of the free platforms they use every day, from apps and websites to search engines.

How to spot Greenwashing

Did you know that 52% of teenagers are concerned about the lack of action on climate change? And that it’s contributing to 56% of them feeling anxious.

One of Media Smart’s goals for 2023 was to raise awareness of Greenwashing.

Greenwashing is when companies use marketing to appear more environmentally friendly than they are. And according to the UK Government, 40% of ‘green’ claims made online could be misleading.

With our unique focus on advertising literacy we have invaluable insights from young people on this topic and Media Smart is delighted to announce that we’ve created a guide for educators, parents and young people on Greenwashing so they can spot it, report it and ultimately help to stop it.

Spot it, report it and ultimately help to stop it.

We’ve also created a social media awareness campaign with a series of short vox pox films from young people, supported by a simple five-point guide with further information.

Media Smart wants to help increase awareness of the issue amongst young people and support the fantastic work the Advertising Standards Authority is doing in this area.

The campaign will be rolled out on Media Smart’s social media channels during March and April, reaching young people, teachers and parents directly.

Download the new Greenwashing guide here.

And support our campaign on your social channels:

It is just the start of the ‘conversation’ with young people around Greenwashing, but an incredibly important one for Media Smart to initiate…

Thank you for your support.

Rachel Barber-Mack
Director of Media Smart

P.S. did you know we have 11 FREE resources for educators, parents and guardians? Including lessons, films and guides on Body Image, Social Media, Influencer Marketing, Piracy & IP, Creative Careers, TikTok and Instagram.

Here are a few of the latest ones available for you to download and share today…

TikTok: Adverts, Creators and You

For 13-17 yrs / Secondary school / Key stage 3, 4 & 5 / + SEND version

This exciting, film-based educational resource, featuring successful TikTok Creators, will empower 13-17 year olds with the tools they need to navigate TikTok’s commercial side, ensuring they have the most positive online experience possible. It should also assist teachers, parents and carers who want to supplement their own knowledge to help young people confidently and securely use the platform.

Influencer Marketing

For 11-14 yrs / Secondary school / Key stage 3

Media Smart’s latest resource is aimed at helping teens understand the commercial link between social influencers and the brands they may be promoting. The rising number of social influencers in young people’s lives has prompted us to create a film-based PSHE teaching resource, the first of its kind to tackle this area of marketing.

How to manage your online advert experience

For 11-16 yrs / Secondary school / Key stage 3

In this new resource, we feature an animated film and classroom materials to support pupil discussions around interest-based advertising, why it exists, and how young people can best manage it. Students may be surprised to learn that this sort of advertising funds so many of the free platforms they use every day, from apps and websites to search engines.