Preference Choice Publication

TikTok partners with Media Smart to educate teenagers on how ads work on its platform

David Murphy

As part of a long-term collaboration, Media Smart – a non-profit organisation which educates young people about online advertising – and TikTok have produced a collection of new resources to help 13-17-year-olds understand how advertising works on the platform, as well as the best ways to keep safe.

The resources have been designed for teachers to use in schools to equip young people coming to TikTok with the tools to identify advertising content from brands on the platform, and better spot when they are consuming marketing messages. As well as educating young people about TikTok’s commercial side, the resources can also be used by parents and guardians who want to help young people use the platform confidently and securely.

The content has been produced after research conducted by Livity for Media Smart revealed growing demand from both young people and their parents for easily accessible advice and support on understanding the commercial side of digital platforms, as well as online safety.

The study also showed that despite being a generation of digital natives, today's teenagers understand the value of learning about how to stay safe online.

 In order to help meet this demand, the sessions have been tailored to focus on defining TikTok's different advertising formats and understanding what they look like on the platform; understanding the principles by which brands and creators should behave on TikTok; and knowing the available actions to take when managing their own experience on TikTok to stay safe.

"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 Media Smart UK Director, Rachel Barber-Mack.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."

The new resources can be downloaded from Media Smart's website. Teachers can also access the resources for use in classrooms and assemblies across the country.