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IPA welcomes Media Smart film

The IPA welcomes the release of Media Smart’s film to help educate parents and children about online advertising at home.


 “What does the ad say?” – produced by IAB UK – is a child-friendly and fun addition to the Media Smart’s Digital Adwise suite of resources, which helps parents, teachers and children to understand the commercial content they see online, from viral marketing to social media ads

Says Paul Bainsfair, Director General, IPA: “It is important to encourage young people to talk to adults about what they see online and ensure they understand what they’re clicking on. This film is a great way for parents to broach this topic with their children and begin an ongoing dialogue.”

Media Smart is a media literacy programme for school children and has support from DCMS and the European Commission. It is run by the Advertising Association, ISBA – the Voice of British Advertisers, IAB UK and the British Toy & Hobby Association (BTHA).

Last updated 21/02/2014

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