Press Releases

Commercial Exploitation of School Children - advertising projects by commercial companies

Friday, 15 January 2010

Statement by Maire Ni Chuinneagain, President, Irish National Teachers’ Organisatio on the Commercial Exploitation of School Children

15th January 2010

INTO: Schools should not allow children to be exploited by commercial companies.

The INTO has said primary teachers should not support advertising projects by commercial companies which target children or their families through schools.

The union said this advice applied to a promotion beginning this weekend organised by the Irish Daily Mail.

There should be an end to in-school promotions targeted at pupils,” said INTO President, Maire Ni Chuinneagain.

The INTO also said the Irish Daily Mail was consistent in its support for reductions in public servants’ pay. “It beggars belief that following this editorial line that teachers would collect tokens to promote sales of the newspaper,” said the INTO President.

“But,” said Ms Ni Chuinneagain, “notwithstanding the paper’s editorial line, the INTO has clear advice for teachers on commercial products in primary schools to ensure that pupils are not exploited for commercial ends in schools. The policy states that relationships between schools and commercial enterprises, if based on sound principles, can contribute to the education of children in primary schools.”

Specifically the policy states that schools should be free from proof of purchase incentive schemes. Under such schemes commercial companies offer to supply school related equipment in return for proof of purchase vouchers. The INTO says teachers should not collect proof of purchase vouchers or tokens  from pupils.

The INTO said where children or parents wish to shop, what products they decide to buy and how much they spend is not the business of schools.

The INTO said it does not oppose commercial companies supporting schools or school activities in a philanthropic manner and that appropriate adult recognition is possible through the staff, parent associations or boards of management.