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 in the context of their daily lives.

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  a number of other EU governments. The British Toy & Hobby Association is one of the programme's supporters.

A panel of experts ensures 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 developing significantly young people's understanding and constructive use of modern media, including its advertising content.  It is an important contributor to building a media literate society in the UK.

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