MUMBAI: With more kids illustrating an active interest in digital media, advertisers such as Mars, Kellogg‘s and McDonald‘s have joined hands to initiate a programme that would help in increasing awareness of online advertising amongst children.
Initiated by Digital Adwise, the programme is supported by trade bodies such as the Institute for Practitioners in Advertising (IPA) and the Internet Advertising Bureau (IAB). 
 
The activity constitutes a set of free online lessons that looks at educating kids about online advertising.

Targeted at the six-to-11-year-olds, the programme is part of MediaSmart, a non-profit media literacy programme providing free educational materials to primary schools.