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TikTok and Media Smart link up to educate young people about advertising

TikTok has teamed up with Media Smart, a non-profit organisation which aims to educate young people about online advertising, to help teenagers to understand how advertising works on the popular social video app.

The aim of the resources is to better equip young people in the UK with the tools to identify advertising content on the platform, and educate them on the best ways to say safe. The content, which have been designed for teachers to use in schools, is aimed at 13- to 17-year-olds.

The different sessions in the collection focus on defining the different ad formats on TikTok, sharing the principles that brands and creators have to adhere to, and informing the young people about the actions they can take to keep themselves safe on the app. The content can be downloaded from Media Smart’s website and TikTok page.

“At TikTok, we have no higher priority than ensuring that we are giving our community, especially young people, a positive experience and a platform where they feel safe to express themselves,” said Stuart Flint, Head of Global Business Solutions, Europe at TikTok.

“From household names all the way through to small businesses, brands are a key part of TikTok, producing some of the best creativity the platform has to offer, and it’s important that the younger generation can clearly differentiate between advertising and organic content. By launching these resources with Media Smart, we are providing valuable insight into the commercial side of TikTok, delivered in a fun and engaging way.”

The resources have been introduced on the back of research conducted by Livity for Media Smart, which found that there is growing demand – among both young people and their parents – for accessible advice and support when it comes to the commercial side of digital platforms and online safety. The survey also showed that teenagers understand the value of learning about online safety.

“Media Smart is absolutely delighted to be partnering with TikTok to empower young people with the critical literacy tools to navigate TikTok’s commercial side, helping them to confidently and securely use the platform, and most importantly, have the most positive online experience possible,” said Rachel Barber-Mack, Director of Media Smart UK.

“We have worked with some incredible TikTok Creators to ensure the subject is brought to life in the most authentic way possible through TikTok style films. These will be played in classrooms across the country, as well as on the platform – reaching and educating millions of young people in the process.”

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