What’s real? What’s safe? How teenagers see online advertising

Brands and influencers have a role to play in increasing the media literacy of UK teenagers, according to a new report from MediaSmart, advertising’s non-profit education programme.

Why it matters

MediaSmart aims to keep young people safe and empowered online. Its Teens and Screens report, based on research among 10-16 year-olds by youth-led creative network Livity, identifies a need for regular conversations on topics such as body image, advertising and influencer content. MediaSmart believes it can partner with brands and influencers to use entertainment on the platforms teens use to create an active learning environment.

Takeaways 

• Eighty percent of 13-16 year-olds are more likely to buy a product promoted by an influencer, compared to 50% of 10-12 year-olds
• Most of the younger age group cannot distinguish between ads and non-ads, or determine the purpose of an ad.
• The younger age group are more concerned about what is ‘safe’, whilst the older age group worries more about what is ‘real’.

Key quote

"[The report] puts into sharp focus just how important it is for education and support around advertising and media literacy to move at the pace of the digital world” – Alex Goat, chief executive officer of Livity.

Sourced from MediaSmart [Image: Pexels]