Use of marketing in EU schools under scrutiny

Marketing and advertising are everywhere these days - from product placement in films and television programmes to contact lenses with company logos on them. Children are exposed to these "buy-the-product" messages more than ever before.

Therefore, the recent trend of commercial activity and marketing in schools through educational materials and activities has become a concern to the European Union.

Two years ago, the EU asked a consultancy firm for a European overview of commercial activities in schools and to determine if there was anything harmful or exploitative to children in their use.

Two-thirds of the products individuals use as children they continue to use as adults and children increasingly decide what parents will buy, says the study. Schools are therefore seen as a gold mine by advertisers but the use of branded materials in schools has drawn negative public opinion in Europe and has been largely vilified by the media.

Despite such strong views, the study found that these corporate-sponsored materials or activities were more teaching-oriented than commercially-oriented, according to this month's EU health and consumer protection magazine Consumer Voice. The provision of materials by companies - for free - benefits schools that are often strapped for cash.

Although the findings are generally very positive it is necessary to continue monitoring the situation. "There must be an awareness that the proliferation of activities of this type would inevitably have untoward consequences, and that steps have to be taken to ensure that the educational material distributed in schools remains a high standard and that schools continue to play their proper role," says Consumer Voice.

To date, the EU has not taken a position on this issue.

According to the consultants' report, advertising in schools is authorised, or benefits from a legal vacuum, in Austria, Denmark, Finland, Ireland, Italy, the Netherlands, Spain, Sweden and the UK. In theory it is banned in Belgium, France, Germany, Greece, Luxembourg and Portugal.

In the Republic, one of the largest commercially-funded projects undertaken in schools is the Irish Banks Information Service's (IBIS) euro information campaign.

The highly successful campaign in primary and post-primary schools was initiated last year following requests from teachers. Educational materials are available free of charge to the schools. This symbiotic link between teachers and businesses may prove that, if used correctly, corporate financing may help rather than hinder schools' educational mission.

For more information on the survey examine website: europa.eu.int/comm/dg24/library/surveys/sur03_en.html. The Irish Banks Information Service may be contacted at (01) 671 5299.