Media literacy skills necessary, says EU

Digital resources such as websites are part of an increasing spread of information and mean it is vital people develop media literacy skills, it has been claimed.

The European commission has reported that people's ability to critically analyse information they find in the media is vital now that new technologies have made it easier for individuals to disseminate information, publish and broadcast.

Viviane Reding, information society and media commissioner, argued that education is more vital than regulation.

"People need a greater awareness of how to express themselves effectively and how to interpret what others are saying especially on blogs, via search engines or in advertising," she stated.

An increase in media literate online consumers could potentially develop their demand for more sophisticated and relevant information from marketers.

Earlier this month, the blog of Manchester-based TV and social media consultancy Real Fresh TV claimed there are only two types of advertising via the internet - consumer-relevant advertising and spam.

Targeting consumer groups with information which is useful to them is the best advertising strategy as it prevents the user from feeling manipulated, it suggested.