About us

Launched in November 2002 in the UK, Media Smart is a non profit media literacy programme for school children aged 6 to 11 years old, focused on advertising. The programme is now up and running in many more countries across Europe.

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. Our materials use real examples of advertising to teach core media literacy skills.

Media Smart is funded by the advertising business and is supported by national and EU governments.

Our Expert Groups ensure the quality of the programme by writing, reviewing and approving our teaching materials. They 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 such initiative 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.

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 Europe.