School children should be taught spot digital adverts, experts claim

Experts are encouraging media literacy lessons to become part of school syllabuses to help children navigate the digital world
PA

Children should be taught at school to spot adverts hidden in video games, Instagram posts and vlogs, experts have urged.

Media Smart, a not-for-profit company, said it was vital that pupils be given compulsory lessons to help them become “media literate”.

Director Rachel Barber-Mack said children were bombarded with images that have been airbrushed, and “free content” that contains adverts or takes data. “Media literacy should be part of the curriculum because kids are under so much pressure,” she said.

“The digital world is woven into their lives. They need to be able to see that a picture has had some airbrushing, and that if you give your data you are not really getting that app for free.”

She added that a lot of children do not know that vloggers are sometimes paid to endorse products or that there is product placement in films and adverts in video games. She added: “They might not know when they are playing a football game that the perimeter boards can feature real adverts.”

At a recent event in Westminster, Media Smart launched a film aimed at boys who are bombarded by airbrushed images of “perfect” bodies.

Called Boys’ Biggest Conversation, it is being shown in schools and youth clubs to encourage young men to talk about body image and the effect it has on mental wellbeing. In the film, presenter Dr Raj Singh is photographed and his image is airbrushed.

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