ED465194 - Commercialism in Schools. ERIC Digest - ERIC-ED465194 | Content Details

ED465194 - Commercialism in Schools. ERIC Digest

Source Institution: ERIC Clearinghouse on Educational Management, Eugene, OR

Sponsoring Agency: Office of Educational Research and Improvement (ED), Washington, DC

Subject: Business, Corporate Support, Elementary Secondary Education, Marketing, Public Education, Public Schools, School Business Relationship

Abstract: Businesses are increasingly making inroads into the classroom, particularly in underfunded schools. The dramatic rise in commercial activities in schools has sparked intense public debate, triggering a U.S. General Accounting Office (GAO) report and various regulatory attempts at district, state, and federal levels. This digest offers an overview of commercial activities in schools, discusses ethical and legal issues, offers policy guidelines, and highlights strategies for negotiating contracts in line with the needs and values of schools. The GAO identified four types of commercial activities in schools: product sales, direct advertising, indirect advertising, and market research. Ethical concerns include children being forced to view advertising in the classroom, marketing of unhealthful food and drinks, and invasion of student privacy, some or all of this done without informed parental consent. Some Internet policy recommendations are that children under age 13 should not provide personal information, that teachers should analyze sites for appropriateness before letting students use them for research, and that they should guide Internet research to limit students' exposure to banner advertising. Strategies for cultivating sponsorship arrangements include setting educational goals and a timeline for the sponsorship, and frequently assessing sponsorship activities.