The tool, Be Adwise, has been developed by industry-backed organisation Media Smart in conjunction with the National Confederation of Parent Teacher Associations. It is aimed at primary school kids aged six to 11 years old.
It aims to explain to children the purpose of advertising in the context of their daily lives, to show them how ads are made and help them be aware of its influence in the choices they make.
The infomercial, called 'House Hippo', runs across 10 channels this weekend. It features a mouse-sized hippo that lives behind the skirting boards and only comes out at night. It has been designed to provoke children to question what is real on TV.
Media Smart chairman Paul Jackson said: "The need to increase media competence, particularly among children, has never been greater. Advertisers are committed to demonstrate through action that we take our responsibility to children seriously."
Media Smart is backed by organisations including Abbott Mead Vickers BBDO, the Advertising Association, BSkyB, Cadbury Trebor Bassett, Fox Kids, GMTV, ISBA, MindShare, Masterfoods, Kellogg's, Mattel, Nickelodeon, Procter & Gamble, Turner Broadcasting, Unilever and Viacom Brand Solutions.
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