The Federal Trade Commission (FTC) has begun a campaign to aid tweens with understanding the motive behind ad campaigns. Tweens need to be informed consumers and the FTC is giving them the tools to learn how to analyze and interpret ads. The FTC campaign includes Admongo.gov. From the About Us page of the website:
The multi-media campaign involves tweens, their parents, and their educators. It is based on Admongo.gov, which teaches core ad literacy concepts through game play. Other elements of the campaign include in-school curricula that are tied to state standards of learning; sample ads that can be used at home and in the classroom; and teacher training videos. What’s more, although this campaign focuses on helping tweens analyze commercial messages, the critical thinking skills it teaches can help tweens evaluate non-commercial messages, including editorial content and literature.
This campaign complements the many efforts undertaken by the FTC to protect children in the marketplace. These efforts include enforcing truth-in-advertising laws as they pertain to ads targeted to kids; enforcing the Children’s Online Privacy Protection Act (COPPA) and related regulations; and promoting better advertising practices by marketers of food, violent entertainment, and alcohol.