Dáil Éireann Debate, Thursday - 22 March 2007
87 Mr. Crowe asked the Minister for Education and Science if she will initiate legislation to prevent commercialism in schools and to halt the increasing commercial promotions that have become an accepted and expanding part of school life. [10801/07]
View answerThree official Circulars (i.e. Circulars 23/84, 7/87 and 38/91) have issued from my Department to school authorities concerning the promotion and marketing of commercial products through schools. The Circulars noted concern at the pressure on schools from time to time to become involved in the marketing and promotion of commercial products.
Private companies are free to promote their business in accordance with accepted marketing practices. There are also accepted marketing standards, such as compliance with advertising regulations which guide, inform and control the relationship between the vendor and the potential customers. My Department recognises the sensitivities attached to the issue of promotion initiatives linking schools, pupils and parents to commercial activity. However, it would be inappropriate to prohibit marketing or sponsorship initiatives, provided that such schemes do not place undue pressure on parents in terms of additional expenditure, that children are protected from engagement in inappropriate promotional activity and that the schemes are linked to desirable projects serving national educational initiatives.
School authorities are required to ensure, as is outlined in the circulars to which I have already referred, that pressure is not placed on parents to purchase or engage in activities in respect of particular commercial products. In this context, Circular 38/91 specifically requests school authorities, following consultation with staff, to formulate agreed school policies in relation to commercial promotions. Such policies can assist school authorities to act prudently in taking steps to ensure that certain commercial products are not promoted and marketed through their schools.
In view of this, I am satisfied that due awareness and vigilance already exists in relation to this matter. However, my Department is reviewing the position on this topic and, as part of this process, will be consulting with the education partners with a view, if necessary, to issuing a further circular on the matter.
