FCCA (the Finnish Competition and Consumer Authority ) will be participating in the Media Skills Week between 10 and 16 February 2020 to highlight the recognisability of influencer marketing and accountability marketing, aiming its message especially at students in the upper comprehensive school. Adults’ media skills will be enhanced by providing support to critical media usage and by teaching the safe use of the smartphone as a means of payment.
FCCA has designed a competition for pupils in the 7th, 8th and 9th grades of the upper comprehensive school, to be held in the Media Skills Week and related to the recognisability of advertising. Among other things, students will assess advertisements that promote products and services invoking responsibility, and learn about commercial cooperation between businesses and those influencing them on social media.
“The tasks in the competition teach students that an advertisement must always be recognized as an advertisement, regardless of its presentation and medium, influencer marketing included - subliminal advertising is not allowed. Responsible marketing is approached, for example, by considering how important an image of responsibility presented by a company is to a purchasing decision or what green laundering refers to,” says Tiia Wassholm, Specialist at the Finnish Competition and Consumer Authority.
FCCA has also produced lesson plans and learning materials for adult learners, which can be used by mentors teaching groups with special needs to provide guidance and to advisory information. The goal is, among other things, to guide learners to adopt secure payment practices on the smartphone and to help learners identify the various ways in which commercial influencing is executed.
The Media Skills Week is aimed at developing the media skills of people of all ages and strengthening adults’ skills in receiving media education. The theme of the year is “Media skills for consumers of all ages.” A total of 50 organisations are producing materials and campaigns for the Media Skills Week. The campaign is coordinated by the National Audiovisual Institute (KAVI).
For more information:
Kilpailu- ja kuluttajaviraston materiaali Mediataitoviikolla (in Finnish)
The Kulma blog, a blog published by the Finnish Competition and Consumer Authority, focused on consumer education and skills.