Code: 1.3
To recognise and critically evaluate different marketing and advertising methods and activities in digital environments. To recognise how advertising and commercial communication can influence one’s choices as a consumer.
Knowing that the purpose of advertising and marketing is to redirect attention and stimulate purchases, which may or may not be in line with one's intentions or needs
Interpreting and analysing online marketing and advertising to understand whether the goods/services on sale are in line with one’s interests and needs
Realising that certain digital services are free of charge because they contain or facilitate marketing and advertising (e.g. through collecting personal data)
Being aware of hidden advertisement techniques (e.g. when a blog writer or social media author is paid for writing a review)
Understanding that some entries or comments on social media and/or consumers’ reviews may be sponsored
Recognising, analysing and interpreting embedded marketing practices in digital environments, e.g. on websites, in digital games, chats, social media
Realising how consumers’ digital trails (footprints) can be harvested, stored, analysed, traded and used for commercial purposes
Being aware of drip pricing and hidden cost practices
Distinguishing between commercial messages (e.g. paid advertisement through social media) and unbiased consumer information in commercial communication
Assessing the reliability of the information that is pushed at the user (e.g. advertisement through email and social media)
Detecting unsolicited commercial messages and indicating one’s unwillingness to receive these messages
Exercising one's right to opt out of direct marketing
Being critical towards advertising practices and being aware they may be misleading and/or disguised
Adopting a critical attitude towards targeted advertising
Being careful when making purchasing decisions and basing purchasing choices on information beyond advertisement