It is estimated that roughly $280 billion dollars are spent each year due to the influence of children on their parents, a large market that marketing departments are all too aware of. Though many countries have legal restrictions on the ways marketers can attempt to reach children, a new trend involving ad placement in school districts is causing some to ask if those restrictions need to be intensified.

A corporate presence in schools is not a new idea. Since 1990, a program named “Channel One” has been shown in middle schools and high schools across the US, purportedly  to “inform, educate and inspire by making news relevant and engaging for young people and sparking discussion around the important issues impacting youth today.” (Channelone.com). However, the 12 minute segment is littered with advertisements and product placement practices. Despite the apparent educational value, the program has sparked contraversy due to a study from the American Academy of Paediatrics demonstrating that “on average, students remembered more ads from Channel One than news stories”. After more than 20 years, a final decision still hasn’t been made on whether or not student knowledge of world affairs and daily news is worth subjecting them to unscrupulous advertising.

However, as old as the Channel One debate may be, a new controversy is on the table. In the face of recession-caused budget cuts, many school districts are seeing the corporate world as the only chance to save district programs and classes. Districts such as Calgary and Toronto are asking parents if they would support commercial advertisements in schools in exchange for programs, a concept becoming known as “Plant an Ad, Save an Arts Class”. What form those advertisements take (flyers in report card envelopes, ads painted on lockers, ad placements on school or district websites, etc.) remains to be seen, however psychologists, parents, and family members are disgusted by the idea:

“To even consider allowing the placement of ads in schools is disgusting.  School is meant to be a place that promotes knowledge and growth, not triggering what your next purchase will be.  Our youth need to be educated, not brainwashed with marketing spam.” (Anonymous)

“Children are vulnerable and impressionable. Schools should be places were children and youth learn to make good, reasoned decisions. We should not take advantage of children by forcing them to be an audience for corporate messages, however innocuous they may appear.” (Lois Yamauchi)

“…By age 12, children have become acquainted with all aspects of their consumer behavior, at least in a rudimentary form… they are able to… evaluate a product and its alternatives… Although today’s children and adolescents have the spending power to utilize their consumer skills, they still often lack the maturity to think carefully about buying decisions. Media literacy research is needed to understand how children and adolescents can be taught to make thoughtful consumer decisions, as well as how to protect them from commercial pressures to buy quickly and impulsively.” (Patti Valkenberg)

 

What is your opinion on the possibility of advertising in schools? Drop me a comment and let me know your thoughts.