Launched in November 2002, Media Smart UK is a nonprofit media literacy program for school children aged 6 to 11 years old, focused on advertising. Media Smart UK 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. All the materials use real examples of advertising to teach core media literacy skills.
Media Smart is funded by the advertising business in the UK and is supported by the UK and EU governments. The program 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 the UK.
On the website of Media Smart UK (see link below), educational and information material is provided for children as well as for their parents and teachers.