AdWise Online

AdWiseOnline is an initiative operating under the Better Internet for Kids (BIK) initiative, dedicated to protecting children and young people as consumers in digital spaces by increasing awareness of manipulative marketing strategies. This initiative seeks to educate young audiences about online advertising, digital marketing tactics, and their rights as consumers in the digital world – all to ensure a safer and more transparent online experience for young users.

AdWiseOnline is a collaborative effort between the European Commission’s DG CONNECT and DG JUST, alongside the European Safer Internet Centres (SICs) and the European Consumer Centres (ECC-Net).

2025 Campaign launched 

Running from February 6-15, the 2025 edition of AdWiseOnline campaign 'Manipulative marketing practices in online gaming' focuses on in-game marketing, highlighting concerns such as persuasive design, dark patterns, loot boxes, pay-to-win systems, FOMO (fear of missing out) strategies, and excessive microtransactions.

No matter your background—whether you're a young person, a parent, or an educator—you can test your knowledge with Game of Terms. Throughout the campaign, new terms will be revealed with explanations provided by young people themselves.

Educational tools

Discover AdWiseOnline’s range of learning materials, including training courses, webinars, and podcasts, all designed to equip young consumers with the knowledge they need in the digital world. These tools target two key groups: 

• Parents and guardians
• Teachers and educators

Awareness–raising materials for young people 

AdWiseOnline simplifies the often complex language of digital marketing and consumer rights, making it easier for young audiences to understand the impact of online advertising. The key resource of the campaign is the comprehensive guide ‘AdWiseOnline guide to outsmart online ads and traps!’, which explains in simple terms how companies generate revenue through online advertising. It also offers practical tips to help young consumers navigate marketing traps and make informed choices. Additionally, the guide covers essential online rights that every young person should know—and it’s available in 29 languages.

Online resource hub

This central hub gathers valuable research, reports, and educational materials aimed at ensuring children and young people are protected as digital consumers. The materials include the AdWise Online research report on ‘Manipulative digital marketing practices targeted at children and youth online’.