The multi-media campaign involves tweens, their parents, and their educators. It is based on Admongo.gov, which teaches core ad literacy concepts through game play. Other elements of the campaign include in-school curricula that are tied to state standards of learning; sample ads that can be used at home and in the classroom; and teacher training videos. What's more, although this campaign focuses on helping tweens analyze commercial messages, the critical thinking skills it teaches can help tweens evaluate non-commercial messages, including editorial content and literature.
This campaign complements the many efforts undertaken by the FTC to protect children in the marketplace. These efforts include enforcing truth-in-advertising laws as they pertain to ads targeted to kids; enforcing the Children's Online Privacy Protection Act (COPPA) and related regulations; and promoting better advertising practices by marketers of food, violent entertainment, and alcohol.
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