Media Smart: International expansion of the Media Smart group
In Netherlands they have sister companies with the likes of Media Rakkers which was launched in 2005 and immediately after that Recklame was launched in 2006. The Recklame initiative runs in 6,000 schools out of 8,500 primary schools and the former is adopted by over 4,500 schools respectively. [1]
These programmes are supported by 36 monopolist companies all over the world i.e. global companies with the likes of Microsoft, Nintendo, Hasbro to name just a few.
In Hungary 305 of the country’ schools have participated in the program and Media tutor website has been set up to encourage the success of Media Smart. Advertisers have donated cash and broadcasters have used pro bono airtime worth over £2million. There is currently an argument about the consultations which clearly is not deigned to benefit the public interest. The official members of the Organization themselves raise suspicion with their involvement in other activities. For instance Marina Palomba who serves as the Director of Media Smart published a book titled “Ad Law- Breaking the Mould without Breaking the Rules".[2] She also specializes in Brand protection, advertising and marketing law and regulation, including intellectual property rights. She is also allegedly “establishing the first global compliance and advisory service with the aim to assist advertisers, agencies and technology companies”.[3] Paul Jackson is the Director of European Marketing Director for the confectionary business and he serves as the Vise President of theWorld Federation of Advertising and the Responsible Advertising and Children program, they claim to be committed to responsible marketing communication on a local, regional and global scale.[4] The programme is responsible for launching Media Smart in European Union. Coincidently he runs a Silver fin which is a brand doctoring consultancy company.[5]
They are clearly using Media Smart programs as a platform for advertising products, to children in Europe and potentially in the world, needless to day. Issues and concerns have been raised by child psychologists about the vulnerability of children to advertising companies. The then Minister of Media and heritage Lord McIntosh noted that “advertising in all forms played an important role in informing people’s choices of products and services”. This view is channeled by Media Smart Groups to exploit young people by exposing them to all forms of advertising though Digital Ad wise and Media Smart programs.[6]
Across Europe over 73,000 primary schools are using the Media Smart material and 19, 000 have requested the use of the material.[7]
The Media Smart website lists the following:
Germany [ http://www.mediasmart.de ]
Netherlands[ http://www.reklamerakkers.nl ]
Belgium [ http://www.mediasmart.be ]
Sweden [ http://www.mediasmart.se ]
Finland [ http://www.mediasmart.fi ]
Portugal [ http://www.mediasmart.com ]
Hungary [ http://www.mediatudor.hu ]
Back to Globalisation:Media Smart
Notes
- ↑ "Promoting Balanced Diets and Healthy Lifestyles", CIAA Website, accessed 21 November 2010
- ↑ Marina Palomba Profile" Linkedin Website, accessed 2 November 2010
- ↑ Marina Palomba Profile" Linkedin Website, accessed 2 November 2010
- ↑ "Frequently Asked Questions", Responsible Advertising for Children, accessed 16 November 2010
- ↑ "Kids are getting Media Smart in the UK" Family kids and youth website]",accessed 4 November 2010
- ↑ "WFA members back digital media literacy lessons for UK children", World Federation of Advertisers website,accessed 4 November 2010
- ↑ "Media Smart UK Response to the European Commission Media Literacy Questionnaire"European Commission Website, accessed 4 November 2010
