Growth of advertising in schools

Schools are allowing themselves to be used more and more by businesses to market their products, without knowing the impact on children, says a new report.

The government-funded study found that commercial messages are becoming increasingly common in schools, often through sponsorship, voucher and token schemes and overt advertising.

For example Sainsbury's and Tesco both promote themselves through voucher schemes, often getting large banner advertisements erected outside schools.

Commercial organisations also offer teaching materials to schools. Even if these don't directly promote their products, they "brand build" by introducing students, staff and parents to the company in a way which might suggest the school or teacher is endorsing the brand.

Schools might be giving mixed messages, for example on issues such as nutrition, if they allow businesses to market themselves in schools through branded materials and equipment, says the report.

Critics have also questioned whether voucher schemes really benefit schools and pupils, or whether the time and effort involved in collecting vouchers outweighs the rewards.

The Impact of the Commercial World on Children's Wellbeing