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The Advertising Association is a supporter of Media Smart, the media literacy programme developed by the advertising industry with the support of Ofcom and Government.
Launched in November 2002, Media Smart is a non profit media literacy programme for school children aged 6 to 11 years old, focused on advertising.
Media Smart develops and provides, free of charge and on request, educational materials to primary schools that teach children to think critically about advertising. The materials use real examples of advertising to teach core media literacy skills.
Media Smart is funded by the advertising business in the UK and is supported by the UK and EU governments. An Expert Group ensures the quality of the programme by writing, reviewing and approving the teaching materials. It consists of leading academics and educationalists in the field of media literacy and includes key stakeholders from interested parties such as the government and OFCOM.
The free in-school materials have been requested by almost 10,000 UK primary schools and outside the UK the programme is up and running in seven European countries.
 Visit the Media Smart web site
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