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As part of the Association’s work in the area of responsible marketing, the British Toy & Hobby Association is a proud supporter of Media Smart.

Launched in 2002, Media Smart is a non-profit media literacy programme for school children aged 6 to 11 years old. Media Smart develops and provides free of charge and on request educational materials to primary schools to teach children to think critically about advertising within their daily lives.

A panel of experts ensure the quality of the programme by writing, reviewing and approving the teaching materials. The panel consists of leading academics and educationalists in the field of media literacy.

Media Smart is now recognised by many as a world-class media literacy programme. It is the only programme in Europe that brings together the resources of the industry, expertise of leading academics and the advice of the government into one comprehensive national programme. In the UK, it is one of the only media literacy programmes in which Ofcom plays an active role.

Media Smart plays a key role in significantly developing young people’s understanding and constructive use of modern media, including its advertising content in a responsible way. It is an important contributor to building a media literate society in the UK.

During 2014, the administration was taken on by the Advertising Association with a steering group of supporters, including the BTHA. Under this new governance Media Smart has begun to develop and strengthen lesson plans, will be extended into senior schools, and has increased the number and diversity of supporting companies and industry associations.

For more information on Media Smart and how to order your FREE in-school teaching packs vist the Media Smart website.