Helping young people stay safe online
We're teaming up with Media Smart to educate young people on TikTok. Media Smart provides free media literacy resources on subjects like online platforms and influencer marketing, which made them the perfect partner to help us educate our younger users, as well as their parents, guardian and teachers, on all things TikTok.
Young people love TikTok; they find it fun, informative and a great place to spend their time. But for them to keep enjoying it, we have to keep them safe and savvy, with part of this centering around their advertising experience on the platform. So, we're teaming up with Media Smart to give young people the information and controls they need to manage their experience.
As part of this collaboration, Livity, our creative partner, ran a study to better understand young people's, and their parents', perceptions of TikTok, including TikTok advertising and safety on the platform. The research showed that awareness of TikTok's advertising rules was low amongst parents and young people, and that users were unaware of the tools available to them to control the adverts they were served. These insights helped define our approach for the project's educational resources.
Once we had our insights, we worked with Media Smart and Livity to create a suite of educational content that was easy for our younger users, parents, and teachers to follow. We enlisted the help of TikTok Creators Akafi Ali, Lily Rose, Mr MBA and Molly Marsh to help get the message out there. These Creators did what they do best and created fun, authentic videos that educated the audience on key topics such as what data users give TikTok when they sign up, rules around collaborating with brands and how to block certain types of content.
Rachel Barber-Mack, Director, Media Smart UK said: "Media Smart is absolutely delighted to be partnering with TikTok to empower young people with the critical literacy tools to navigate TikTok’s commercial side, helping them to confidently and securely use the platform, and most importantly, have the most positive online experience possible. We have worked with some incredible TikTok Creators to ensure the subject is brought to life in the most authentic way possible through TikTok style films. These will be played in classrooms across the country, as well as on the platform - reaching and educating millions of young people in the process."
Stuart Flint, Head of Global Business Solutions, Europe at TikTok, said: "At TikTok, we have no higher priority than ensuring that we are giving our community, especially young people, a positive experience and a platform where they feel safe to express themselves... From household names all the way through to small businesses, brands are a key part of TikTok, producing some of the best creativity the platform has to offer, and it's important that the younger generation can clearly differentiate between advertising and organic content. By launching these resources with Media Smart, we are providing valuable insight into the commercial side of TikTok, delivered in a fun and engaging way."
These resources are available to download at mediasmart.uk.com.