AdWiseOnline 2025
The 2025 edition of the AdWiseOnline campaign spotlights in-game marketing, delving into critical issues such as persuasive design, dark patterns, loot boxes, pay-to-win mechanisms, FOMO (fear of missing out) tactics, and excessive microtransactions.
Whether you’re a young person, parent, teacher, or simply someone interested in this topic, put your knowledge to the test with Game of terms, that features explanations provided by young people themselves.
AdWiseOnline Game of terms
The AdWiseOnline initiative on child and youth consumer protection in digital environments aims to raise awareness about manipulative digital marketing practices. The objective of the campaign is to enhance young people's understanding of digital marketing and online advertising and empower them with knowledge about their online rights as young consumers.
The AdWiseOnline campaign is running in a partnership between the EC’s DG CONNECT and DG JUST policy frameworks, as well as the public-facing networks of European Safer Internet Centres (SICs) and European Consumer Centres (ECC-Net) within the framework of the Better Internet for Kids (BIK) initiative.
To support the AdWiseOnline campaign, download the promo pack and follow the updates on social media. #AdWiseOnline
Awareness–raising materials for young people
AdWiseOnline materials are designed to simplify the complex terminology of digital marketing and the legal framework of consumer rights.
AdWiseOnline resource hub
The resource hub brings together a comprehensive collection of research findings, reports, materials, and resources focused on protecting children and young people as online consumers.
Influencers support AdWiseOnline
European influencers created content educating their audience on the matters related to in-game marketing. Check them out by clicking on the images below!
For requests and questions relating to the AdWiseOnline campaign, please contact Inna Agadzhanova at inna.agadzhanova@eun.org or at consumerprotection@betterinternetforkids.eu.