I thank you, Sir, for allowing me to raise this issue this evening on the Adjournment. There has been a trend in recent years by large commercial interests using sophisticated marketing techniques to target schools, children and parents. They do this mainly to promote their own interests to enable people buy products in their shops or to buy their product. I raised this issue in March 1998 and in February 1999. At the time the Minister said that exploitation of schools and their pupils and parents by companies with commercial motives cannot be condoned under any circumstances. I agree with that.
A number of official circulars and directives making this point have been issued by the Department of Education and Science, in 1984, 1987 and 1991. At the time the Minister maintained that schools were adequately guided by these circulars and decided that no action on his part was needed. That may be the case, but are schools adequately protected from the sophisticated marketing advertising directed at parents and children? The Minister of State recently commented on this.
I understand that school authorities are now asking for assistance. Primary school managers have asked for help and have described the promotions as exploitation of school children – I understand a letter has been written to the Minister to that effect. What is he going to do about this? Will he endorse these promotions by staying silent?
Schools can get equipment. I have no problem with businesses being involved with and sponsoring education, but I have a major difficulty with strings attached promotions, that is, the provision of tokens and vouchers that must be used to secure the computers and other equipment on offer. If large commercial firms want to bestow their largesse on schools and the education system, let them do so, but there should be no strings attached. They can provide the computers and other products to the schools. However, in doing that they would lose out on their main focus, which is a sophisticated marketing sales plan.
Schools are becoming commercial battlegrounds. Two years ago one major organisation was involved in this kind of activity. Today there are six and the number is growing. In other countries such activities are banned by law and there are specific safeguards aimed at protecting children from sophisticated marketing techniques, such as we see here.
I am anxious that the Department and the Minister take action before the next school year begins, including issuing guidelines and the provision of assistance to schools and teachers. I hope the Minister of State will make a positive response to this very important and growing concern.
I have no problem with these companies assisting schools. They say their real motive is to assist them and provide them with equipment etc. However, I do not like the strings attached. There is exploitation here and it is the duty of the Minster to intervene and lay down clear and decisive markers. The managers of the schools are asking for help. I ask the Minister to respond and to prevent schools being used as a commercial battleground. The companies involved are trying to develop in parents and schoolchildren ways of purchasing, which they will repeat in later life.
Large organisations are involved in this, to the detriment of the smaller corner shop, which cannot compete at that level. Two years ago one large commercial entity sold £150 million worth of products through the schools. What they gave to the schools in return was minuscule. This is over the top. I ask the Minister of State to intervene, to depart from her script and tell the House her own idea of what is involved.
